Pengaruh Brand Experience, Brand Trust, dan Brand Satisfaction Terhadap Brand Loyalty Aqua

Abstract

Brand Loyalty merupakan suatu komitmen pelanggan untuk bertahan pada produk untuk melakukan pembelian ulang produk atau jasa. Ada bebrapa faktor yang dapat mempengaruhi brand loyalty, diantaranya adalah brand experience, brand trust, dan brand satisfaction. Penelitian ini bertujuan untuk menguji brand experience, brand trust, dan brand satisfaction terhadap brand loyalty. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner dengan subjek masyarakat Salatiga yang pernah membeli dan mengkonsumsi air minum kemasan bermerek Aqua. Hasil penelitian ini menunjukan bahwa brand experience, brand trust, dan brand satisfaction berpengaruh positif terhadap brand loyalty.

Brand Loyalty is a custommer commitment to stick to the products in order to repurchase the products or services. There are some factors that influence brand loyalty, such as brand experience, brand trust, and brand satisfaction. This research aims to test brand experience, brand trust, and brand satisfaction towards brand loyalty by using a primary data which achieved from questionnaire with Salatiga people as the subject who have bought and consumed Aqua bottled water. The result of this research shows that brand experience, brand trust, and brand satisfaction are positively influenced brand loyalty.