Silvana Hanifah, - (2017) PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOVE (Studi Kasus Produk Iphone pada Komunitas Fanpage Facebook Iphone Indonesia). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Banyaknya merek handphone yang beredar di pasaran, menjadi pertimbangan bagi konsumen untuk memilih salah satu merek yang dianggap tepat. Untuk dapat mengurangi potensi pelanggan untuk memilih merek lain, perusahaan perlu untuk meningkatkan kecintaan pelanggan terhadap merek nya. Solusi yang dapat dilakukan oleh perusahaan handphone di Indonesia agar dapat meningkatkan kecintaan terhadap mereknya dengan meningkatkan brand experience. Penelitian ini bertujuan untuk memperoleh (1) gambaran brand experience, (2) gambaran brand love, dan (3) pengaruh brand experience terhadap brand love. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah explanatory survey dengan teknik sampel iterasi sebanyak 83 responden. Teknik analisis data yang digunakan adalah analisis jalur dengan alat bantu program SPSS 23.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand experience dalam kategori tinggi, dan gambaran brand love dalam kategori cukup tinggi. Secara keseluruhan, brand experience berpengaruh terhadap brand love. Dimensi brand experience yang memiliki pengaruh tertinggi terhadap brand love adalah dimensi sensory experience, sedangkan dimensi yang memiliki pengaruh terendah adalah behavioral experience. Berdasarkan hasil penelitian ini, perusahaan disarankan untuk meningkatkan brand experience terutama pada behavioral experience. Upaya yang dapat dilakukan untuk meningkatkan brand experience yaitu memfasilitasi pelanggan dengan membentuk komunitas, memberikan layanan maksimal, serta membuat berbagai iklan agar konsumen tertarik membeli produk. Kemudian, menjaga kualitas produk, terus melakukan berbagai inovasi terhadap produk agar dapat mengungguli pesaing. Sehingga diharapkan perusahaan dapat menjaga kecintaan pelanggan terhadap merek.------ Increasing of handphone brands on the market, into consideration for consumers to choose one brand that is considered appropriate. In order to reduce the potential customers to choose another brand, handphone companies need to increase their brand love. Solutions that can be done in order to increase brand love is by improving brand experience. The purpose of research are (1) description about brand experience, (2) description about brand love, (3) the effect of sensory experience on brand love, (4) the effect of affective experience on brand love, (5) the effect of intellectual experience on brand love, (6) the effect of behavioral experience on brand love, and (7) the effect of brand experience on brand love. This type of research is descriptive and verification. The method used is explanatory survey with itenary the total sample of 83 respondents. Data analysis technique used is path analysis with SPSS 23.0 for Windows. The outcome of this study indicate that the description of brand experience is in high category, the description of brand love is in high enough category. Overall, brand experience have effect on brand love. The brand experienc’s dimension that has the highest influence on brand love is sensory experience, while the dimension that has the lowest influence behavioral experience. Based on the results of this study, companies are advised to enhance the brand experience on behavioral experience. Efforts that can be made to improve brand experience is facilitate customers by building community, providing maximum service, and create various advertisements for consumers. Then, maintaining product quality, continuously innovating products to outperform competitors. In order to expect the company can keep the customer's love of the brand.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No panggil : S MBS SIL p-2017; Pembimbing l : Agus Rahayu ll : Puspo Dewi D NIM : 1301158 |
| Uncontrolled Keywords: | Brand Experience, Sensory Experience, Affective Experience, |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | DAM staf |
| Date Deposited: | 08 Feb 2019 09:57 |
| Last Modified: | 08 Feb 2019 09:57 |
| URI: | http://repository.upi.edu/id/eprint/33715 |
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