ANALISIS KEPERCAYAAN MEREK DAN PENGALAMAN MEREK TERHADAP LOYALITAS KONSUMEN PT. XYZ
DOI:
https://doi.org/10.31334/abiwara.v2i1.1502Keywords:
Kepercayaan Merek, Pengalaman Merek, LoyalitasAbstract
Tujuan dari penelitian ini untuk mengetahui besarnya pengaruh Analisis Kepercayaan Merek, Pengalaman Merek terhadap Loyalitas Pelanggan. Teori yang digunakan dalam penelitian ini mengacu pada teori manajemen pemasaran yang berhubungan dengan kepercayaan merek, pengalaman merek, komitmen dan loyalitas pelanggan. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif melalui kuesioner dengan jumlah populasi sebesar 686 apotek dan jumlah sampel yang digunakan sebanyak 100 pelanggan, perhitungan sampel menggunakan rumus Roscoe dalam kutipan Sugiyono, tehnik yang diambil dalam pengumpulan data menggunakan accidental sampling. Data yang digunakan adalah data primer dan sekunder dengan analisis data menggunakan regresi linier.Berdasarkan analisis dengan bantuan aplikasi SPSS versi 24 for windows menunjukkan bahwa : secara parsial pertama hasil uji t menunjukkan bahwa kepercayaan merek dan pengalaman mempunyai pengaruh yang positif dan signifikan terhadap loyalitas pelanggan, karena t hitung lebih besar daripada t tabel. Karena t hitung lebih besar daripada t table. Dan variabel komitmen mempunyai pengaruh negatif terhadap loyalitas pelanggan. Dari hasil tersebut dapat ditarik kesimpulan bahwa kepercayaan merek dan pengalaman yang akan PT. XYZ.References
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