Pengaruh Emotional Value, Social Value, Dan Brand Experience Terhadap Kepuasan Konsumen Serta Pengaruhnya Dalam Loyalitas Konsumen Sepatu Nike
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Institusion
STIE Indonesia Banking School
Author
Hatta, Irham Khairin Ibnu
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-16 06:47:01
Abstract :
The shoescustomersin Jakarta are faced with a variety of choices and reasons. This study aimed to analyze the influence of emotional value, social value, and brand experience to customer satisfaction and customer loyalty influence in Nike brand shoes These samples included 135 customers Nike brand shoes in Jakarta with a simple random sampling technique. Research methods with quantitative approach to test the hypothesis by using Structural Equation Models (SEM). Based on the analysis of research data by using SEM and conducted a discussion on the results of the analysis can be summarized as follows: (1) The effect of emotional value oncustomer satisfaction is not proven in this study. That is, customer satisfaction of Nike brand shoes are not influenced by the emotional value of the customer. (2) The effectof social value oncustomer satisfaction is not proven in this study. That is, customer satisfaction of Nike brand shoes are not influenced by the social value of the customer. (3) Brand experience affectspositivelyon customer satisfaction. That is, the higher the customer's brand experience of Nike brand shoes, the higher customer satisfaction. (4) Customer satisfaction affectspositivelyon customer loyalty. That is, the higher the customer satisfaction of Nike brand shoes, the higher customer loyalty
The shoescustomersin Jakarta are faced with a variety of choices and reasons. This study aimed to analyze the influence of emotional value, social value, and brand experience to customer satisfaction and customer loyalty influence in Nike brand shoes These samples included 135 customers Nike brand shoes in Jakarta with a simple random sampling technique. Research methods with quantitative approach to test the hypothesis by using Structural Equation Models (SEM). Based on the analysis of research data by using SEM and conducted a discussion on the results of the analysis can be summarized as follows: (1) The effect of emotional value oncustomer satisfaction is not proven in this study. That is, customer satisfaction of Nike brand shoes are not influenced by the emotional value of the customer. (2) The effectof social value oncustomer satisfaction is not proven in this study. That is, customer satisfaction of Nike brand shoes are not influenced by the social value of the customer. (3) Brand experience affectspositivelyon customer satisfaction. That is, the higher the customer's brand experience of Nike brand shoes, the higher customer satisfaction. (4) Customer satisfaction affectspositivelyon customer loyalty. That is, the higher the customer satisfaction of Nike brand shoes, the higher customer loyalty
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