PENGARUH PENGALAMAN PEMASARAN (EXPERIENTIAL MARKETING) MELALUI CITRA MEREK TERHADAP LOYALITAS MEREK PADA USAHA KERUPUK A15 KEC. KALIWUNGU SELATAN, KAB. KENDAL
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
'Aisy, Rihhadotul
Subject
H Social Sciences (General)
Datestamp
2023-07-04 02:01:14
Abstract :
Indonesia has the potential to absorb labor and business actors which is quite high. The increase in small business actors each year has increased quite significantly with the majority of businesses engaged in the food sector. Crackers are one type of food that is often found, crackers are one of the foods that are quite often sought whenever and wherever. This research was conducted to analyze the effect of experiential marketing on brand image. The method used is quantitative method by distributing questionnaires. The number of samples in this study were 100 respondents who were consumers of A15 cracker products who had made at least 3 purchases and were aged 17 and over. The sampling technique used is purposive sampling with nonprobability sampling technique. Calculations in this study were assisted by using the Smart PLS software application. The results of this study indicate that experiential marketing has a positive and significant effect on brand image, experiential marketing does not have a positive and significant effect on brand loyalty, and brand image has a positive and significant effect on brand loyalty.
Indonesia has the potential to absorb labor and business actors which is quite high. The increase in small business actors each year has increased quite significantly with the majority of businesses engaged in the food sector. Crackers are one type of food that is often found, crackers are one of the foods that are quite often sought whenever and wherever. This research was conducted to analyze the effect of experiential marketing on brand image. The method used is quantitative method by distributing questionnaires. The number of samples in this study were 100 respondents who were consumers of A15 cracker products who had made at least 3 purchases and were aged 17 and over. The sampling technique used is purposive sampling with nonprobability sampling technique. Calculations in this study were assisted by using the Smart PLS software application. The results of this study indicate that experiential marketing has a positive and significant effect on brand image, experiential marketing does not have a positive and significant effect on brand loyalty, and brand image has a positive and significant effect on brand loyalty.
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