Dewi, Sinta Sintia (2026) Analisis Pengaruh Brand Experience, Brand Trust, Dan Brand Love Terhadap Attitudinal Loyalty Dan Behavioural Loyalty Pada Konsumen Generasi Z Di Janji Jiwa Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of brand experience, brand trust, and brand love on attitudinal loyalty and behavioural loyalty among Generation Z consumers of Kopi Janji Jiwa in Surabaya. The research uses a quantitative approach with an explanatory research design. Data were collected through online and direct questionnaires distributed to consumers who met the research criteria. The sampling technique used purposive sampling, resulting in 176 respondents who had purchased and consumed Janji Jiwa products at least three times within the last three months. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the WarpPLS application. The results show that brand experience has a significant influence on brand trust and brand love. Furthermore, brand trust significantly influences attitudinal loyalty and brand love, but does not significantly influence behavioural loyalty. In addition, brand love significantly influences attitudinal loyalty and behavioural loyalty. These findings indicate that positive brand experience can build consumer trust and emotional attachment, which ultimately encourages the formation of consumer loyalty.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SINTA SINTIA DEWI |
| Date Deposited: | 15 Apr 2026 07:13 |
| Last Modified: | 15 Apr 2026 07:13 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14222 |
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