Pengaruh Brand Experience, Brand Commitment dan Brand Loyalty terhadap Keputusan Pembelian Apple Iphone Di Mitra Anda Cell Tegal dan Erafone Megastore Pacific Mall Tegal

Junita, Vista (2020) Pengaruh Brand Experience, Brand Commitment dan Brand Loyalty terhadap Keputusan Pembelian Apple Iphone Di Mitra Anda Cell Tegal dan Erafone Megastore Pacific Mall Tegal. Skripsi thesis, UNIVERSITAS PANCASAKTI TEGAL.

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Abstract

ABSTRAK Vista Junita. The Influence of Brand Experience, Brand Commitment and Brand Loyalty on Apple Iphone Purchasing Decisions in Your Tegal Cell Partner and Erafone Megastore Pacific Mall Tegal. Essay. Tegal: Faculty of Economics and Business, University of Pancasakti Tegal. 2020 The purpose of this study is 1) To determine the effect of brand experience on Apple iPhone purchasing decisions, 2). To find out the effect of brand commitment on Apple iPhone purchase decisions, 3). To find out the effect of brand loyalty on Apple iPhone purchase decisions, 4). To find out the brand experience, brand commitment and brand loyalty together with the Apple iPhone purchase decision. The hypothesis of this study are 1) There is an influence of brand experience on Apple iPhone purchasing decisions, 2) There is an influence of brand commitment on Apple iPhone purchasing decisions, 3) There is an influence of brand loyalty on Apple iPhone purchasing decisions, 4). Brand experience, brand commitment and brand loyalty together to the decision to purchase an Apple iPhone. Data collection methods used were questionnaires or questionnaires. While the data analysis method used is Spearman rank correlation analysis, Spearman rank correlation coefficient significance test, multiple correlation analysis, significance test of multiple correlation coefficient, analysis of the coefficient of determination. The conclusions of this study are 1) There is a positive influence of brand experience on Apple iPhone purchasing decisions. 2) There is a positive influence of brand commitment on Apple iPhone purchase decisions. 3) There is a positive influence on brand loyalty on Apple iPhone purchase decisions. 4) There is an influence of brand experience, brand commitment and brand loyalty together on the Apple iPhone purchase decision. Keywords: brand experience, brand commitment, brand loyalty, purchase decision ABSTRACT Vista Junita. Pengaruh Brand Experience , Brand Commitment Dan Brand Loyalty Terhadap Keputusan Pembelian Apple Iphone Di Mitra Anda Cell Tegal Dan Erafone Megastore Pacific Mall Tegal. Skripsi. Tegal : Fakultas Ekonomi Dan Bisnis Universitas Pancasakti Tegal. 2020. Tujuan penelitian ini adalah 1) Untuk mengetahui pengaruh brand experience terhadap keputusan pembelian Apple iPhone, 2). Untuk mengetahui pengaruh brand commitment terhadap keputusan pembelian Apple iPhone, 3). Untuk mengetahui pengaruh brand loyalty terhadap keputusan pembelian Apple iPhone, 4). Untuk mengetahui brand experience, brand commitment dan brand loyalty secara bersama-sama terhadap keputusan pembelian Apple iPhone. Hipotesis penelitian ini adalah 1) Terdapat pengaruh brand experience terhadap keputusan pembelian Apple iPhone, 2) Terdapat pengaruh brand commitment terhadap keputusan pembelian Apple iPhone, 3) Terdapat pengaruh brand loyalty terhadap keputusan pembelian Apple iPhone, 4). Brand experience, brand commitment dan brand loyalty secara bersama-sama terhadap keputusan pembelian Apple iPhone. Metode pengumpulan data yang digunakan adalah angket atau kuesioner. Sedangkan metode analisis data yang digunakan adalah analisis korelasi rank spearman, uji signifikansi koefisien korelasi rank spearman, analisis korelasi berganda, uji signifikansi koefisien korelasi berganda, analisis koefisien determinasi. Kesimpulan penelitian ini adalah 1) Terdapat pengaruh positif brand experience terhadap keputusan pembelian Apple iPhone. 2) Terdapat pengaruh positif brand commitment terhadap keputusan pembelian Apple iPhone. 3) Terdapat pengaruh positif brand loyalty terhadap keputusan pembelian Apple iPhone. 4) Terdapat pengaruh brand experience, brand commitment dan brand loyalty secara bersama-sama terhadap keputusan pembelian Apple iPhone. Kata Kunci : brand experience, brand commitment, brand loyalty, keputusan pembelian

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