PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY: Survei pada Member Xiaomi Fans Club Indonesia

    Zacky Hawin Ramadhan, - and RD DIAN HERDIANA UTAMA, - and Puspo Dewi Dirgantari, - (2025) PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY: Survei pada Member Xiaomi Fans Club Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengetahui gambaran dan pengaruh brand experience terhadap brand loyalty. Jenis penelitian yang digunakan yaitu deskriptif dan verifikatif. Variabel bebas dalam penelitian ini yaitu brand experience (X), sedangkan variabel terikat yaitu brand loyalty (Y). Pengambilan sampel pada penelitian ini menggunakan teknik simple random sampling terhadap 190 anggota Xiaomi Fans Club Indonesia (XFC). Teknik Analisis yang digunakan yaitu analisis regresi sederhana. Hasil temuan pada penelitian ini menemukan gambaran brand experience dan brand loyalty berada pada kategori cukup tinggi. Brand experience memiliki pengaruh yang positif dan signifikan terhadap brand loyalty. Temuan ini menunjukan bahwa penerapan brand experience yang dilakukan Xiaomi akan mendorong loyalitas terhadap produk smartphone Xiaomi di Indonesia. This study aims to determine the overview and influence of brand experience on brand loyalty. The type of research used is descriptive and verification. The independent variable in this study is the brand experience (X), and the dependent variable is the brand loyalty (Y). The sample was selected using simple random sampling from 190 followers of Indonesian Xiaomi Fans Club. The data analysis technique employed is simple linear regression analysis. The findings of this study indicate that both the perception of the brand experience and the brand loyalty fall into the fairly high category. The brand experience has a positive and significant influence on brand loyalty. This suggests that the use of a brand experience encourages brand loyalty among Xiaomi Fans Club (XFC) platform.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=id&user=gu63jUcAAAAJ ID SINTA Dosen Pembimbing : RD Dian Herdiana Utama : 5993184 Puspo Dewi Dirgantari : 5980376
    Uncontrolled Keywords: Brand experience, Brand loyalty, Xiaomi
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: ZACKY HAWIN RAMADHAN
    Date Deposited: 11 Nov 2025 06:55
    Last Modified: 11 Nov 2025 06:55
    URI: http://repository.upi.edu/id/eprint/145184

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