wiryawan, driya and Ambarwati, Dwi Asri Siti (2023) PENGARUH PENGALAMAN MEREK DAN EKUITAS MEREK TERHADAP LOYALITAS MEREK (STUDI PADA MEREK MITSUBISHI PAJERO DI BANDAR LAMPUNG). Jurnal Indonesia Sosial Teknologi, 4 (2). pp. 166-178. ISSN 2745-5254
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Abstract
At this time, every company is required to be able to compete competitively with other companies engaged in the same field. The development of the automotive industry in Indonesia, especially four-wheeled vehicles, has increased every year. Currently consumers are faced with the selection of various car brands. The purpose of this study was to determine the direct effect of brand experience on brand loyalty and to find out whether brand equity has a positive effect on brand loyalty. The research method used is descriptive quantitative. The sample used is non-probability sampling with a judgment sampling technique. The results of this research indicate that brand experience and brand equity affect brand loyalty of Mitsubishi Pajero cars in Bandar Lampung and the majority of Mitsubishi Pajero car owners in Bandar Lampung are 78% male and 22% female. The male dominance is due to the fact that the majority of Mitsubishi cars sold in Bandar Lampung are MPVs, namely the Mitsubishi Pajero with sporty car characteristics so that it is dominated by male consumers.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | DWI ASRI siti ambarwati |
| Date Deposited: | 06 Apr 2023 00:52 |
| Last Modified: | 06 Apr 2023 00:52 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/49690 |
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