ABSTRACT

The objective of this research is to investigate the effect of brand experience on Brand Relationship Quality on Brand Loyalty, and the influence of Brand Loyalty to Word of Mouth. 169 samples were collected from the respondents. After excluding samples containing missing data, we used 110 samples. In the final sample of 110 respondents, 65.5% were male, and 52.7% were between 21 and 23 years old. Data analysis in this study using Structural Equation Model (SEM) to test independent variables that affect the dependent variable. And to measure the validity of research variables using SPSS software version 17.0 The results of this study conclude that the influence of Brand Experience positively and significantly to Word of Mouth mediated by Brand Relationship Quality and Brand Loyalty.

Keywords: Brand Experience, Word of Mouth, Brand Relationship Quality, Brand Loyalty

ABSTRAK

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman merek terhadap Brand Relationship Quality terhadap Brand Loyalty, dan pengaruh Brand Loyalty terhadap Word of Mouth.169 sampel dikumpulkan dari responden. Setelah mengecualikan sampel yang berisi data yang hilang, kami menggunakan 110 sampel. Pada sampel akhir dari 110 responden, 65,5% adalah laki-laki, dan 52,7% berusia antara 21 dan 23 tahun. Analisis data dalam penelitian ini menggunakan Structural Equation Model (SEM) untuk menguji variabel bebas yang mempengaruhi variabel dependen. Dan untuk mengukur validitas variabel penelitian menggunakan software SPSS versi 17.0 Hasil penelitian ini menyimpulkan bahwa pengaruh Brand Experience secara positif dan signifikan terhadap Word of Mouth dimediasi oleh Brand Relationship Quality dan Brand Loyalty.

Kata kunci: Brand Experience, Word of Mouth, Brand Relationship Quality, Brand Loyalty

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