Pengaruh Emotional Branding, Brand Experience, Dan Customer Satisfaction Terhadap Brand Loyalty (Studi pada Konsumen produk Kopi Kenangan Megamas Manado)

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh Emotional Branding, Brand Experience, dan Customer Satisfaction terhadap Brand Loyalty pada konsumen produk Kopi Kenangan Megamas Manado. Penelitian ini menggunakan metode purposive sampling, dengan sampel sebanyak 105 orang. Sumber data dalam penelitian ini adalah data primer dengan meggunakan kuesioner. Metode analisis yang digunakan adalah regresi linear berganda dengan menggunakan program SPSS versi 26. Hasil penelitian menunjukan bahwa Emotional Branding berpengaruh positif dan signifkan terhadap Brand Loyalty, Brand Experience berpengaruh positif dan tidak signifikan terhadap Brand Loyalty, dan Customer Satisfaction berpengaruh positif dan signifikan terhadap Brand Loyalty. Sedangkan secara stimultan Emotional Branding, Brand Experience, dan Customer Satisfaction berpengaruh secara signfikan terhadap Brand Loyalty.

Kata kunci: Emotional Branding, Brand Experience, Customer Satisfaction, Brand Loyalty

 Abstract

This study aims to determine the effect of Emotional Branding, Brand Experience, and Customer Satisfaction on Brand Loyalty in consumers of Kopi Kenangan Megamas Manado products. This study used purposive sampling method, with a sample of 105 people. The data source in this study is primary data using a questionnaire. The analysis method used is multiple linear regression using the SPSS version 26 program. The results showed that Emotional Branding has a positive and significant effect on Brand Loyalty, Brand Experience has a positive and insignificant effect on Brand Loyalty, and Customer Satisfaction has a positive and significant effect on Brand Loyalty. While simultaneously Emotional Branding, Brand Experience, and Customer Satisfaction have a significant effect on Brand Loyalty.

 Keywords: Emotional Branding, Brand Experience, Customer Satisfaction, Brand Loyalty