Asih, Lintang Kumala (2018) Efek mediasi kepuasan merek pada pengaruh pengalaman merek online terhadap Loyalitas merek aplikasi Online gojek di Surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
There is lot of rapid development in the field of economics and information technology. This has led to various impacts in human life that now are more compact and electronics, such as transportation. In this globalization era there are so many companies that working them company's operational system with online-based for facilitate the customers in making purchases or using the company’s services. The purpose of this study is to assess the online brand experience, brand satisfaction and brand loyalty of Go-jek’s customers in Surabaya. This study used data collection method with questionnaire as much as 100 respondents based on purpossive sampling method. The respondents in this study are customers from Go-jek in Surabaya. This study is using the Warp PLS 5.0 with the results which indicating that the online brand experience has a significant effects to building the brand loyalty of Go-jek customers in Surabaya, the online brand experience also has a significant effects on brand satisfaction, brand satisfaction has a significant effects on brand loyalty of Go-jek customers in Surabaya and the brand satisfaction has an effects through mediating online brand experience on brand loyalty Go-jek’s customer in Surabaya. Keywords : online brand experience, brand satisfaction, brand loyalty Go-jek application in Surabaya.
| 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: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 14 Jan 2019 02:49 |
| Last Modified: | 14 Jan 2019 02:49 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/3858 |
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