ANALISIS FAKTOR-FAKTOR PEMBENTUK KOMPONEN BRAND EXPERIENCE DI PLATINUM GRILL SURABAYA

Natasha Filiana Sunaryo(1*), Angelia Kartika Tjandra(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk menganalisis faktor-faktor Product Experience, Look and Feel, dan Experiential Communications sebagai pembentuk Brand Experience di Platinum Grill Surabaya. Penelitian ini merupakan penelitian kualitatif dengan metode wawancara mendalam terhadap 10 informan. Teknik analisa yang digunakan yaitu analisa triangulasi.

            Hasil penelitian menunjukkan bahwa faktor-faktor pembentuk Brand Experience berpengaruh di Platinum Grill Surabaya dan dapat memberikan kepuasan bagi konsumen. Berdasarkan analisa triangulasi disimpulkan bahwa faktor Experiential Communications paling berpengaruh dalam memberikan kepuasan konsumen.

Keywords


Brand Experience, Product Experience, Look and Feel, Experiential Communications, Kepuasan Konsumen.

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