PENGARUH BRAND AWARENESS TERHADAP CUSTOMER LOYALTY DENGAN BRAND IMAGE DAN CUSTOMER EXPERIENCE SEBAGAI MEDIA INTERVENING PADA MARKETPLACE PEKEN SURABAYA

Christopher Evan Quinn(1*),


(1) 
(*) Corresponding Author

Abstract


Pada era modern saat ini, banyak pengaruh yang telah diberikan terhadap perkembangan mulai dari teknologi hingga budaya hidup dari setiap orang. Contohnya dalam hal berbelanja. Belanja secara online dapat menghubungkan konsumen dan penjual via smartphone. Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Awareness Terhadap Customer Loyalty Dengan Brand Image Dan Customer Experience Sebagai Media Intervening Pada Marketplace Peken Surabaya. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden yang merupakan konsumen Marketplace Peken Surabaya. Hasil penelitian menunjukkan bahwa Brand Awareness memiliki pengaruh yang positif terhadap Brand Image dan Customer Experience. Begitu juga dengan Brand Image dan Customer Experience yang memiliki pengaruh positif terhadap Customer Loyalty. Teknik analisa dalam penelitian ini menggunakan teknik analisis kuantitatif dengan metode path analysis.


Keywords


Brand Awareness, Brand Image, Customer Experience, dan Customer Loyalty

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