PENGARUH CITRA MEREK DAN PENGALAMAN PELANGGAN TERHADAP PENGGEMAR MEREK KOSMETIK WARDAH DI KOTA BANDA ACEH

Erlinda Erlinda

Abstract


Penggemar merek adalah bentuk perilaku konsumen yang lebih kuat dari loyalitas dan merupakan variabel yang relatif baru dalam bidang pemasaran. Penggemar merek diukur melalui indikator kesetiaan merek, kesesuaian citra diri, dan keterlibatan. Penelitian ini ditujukan untuk menguji pengaruh citra merek dan pengalaman pelanggan terhadap penggemar merek kosmetik Wardah di kota Banda Aceh. Menggunakan pendekatan kausalitas eksplanatory dengan data primer melalui persepsi, opini dan sikap dari 96 responden sebagai objek penelitian individual. Metode pengumpulan data adalah survei menggunakan kuesioner. Dimensi waktu adalah studi satu titik waktu. Analsis jalur digunakan untuk menganalisis data, menggunakan SPSS versi 22. Hasil penelitian menunjukkan bahwa citra merek dan pengalaman pelanggan berpengaruh signifikan terhadap penggemar merek. Pengaruh pengalaman pelanggan lebih besar dari citra merek dalam mempengaruhi penggemar merek

Keywords


Citra Merek; Pengalaman Pelanggan; Penggemar Merek

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DOI: https://doi.org/10.37598/jimma.v9i1.971

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