HUBUNGAN CUSTOMER SATISFACTION DAN BRAND EXPERIENCE DENGAN BRAND PREFERENCE PRODUK SEPATU VENTELA DAN CONVERSE PADA MAHASISWA UNIVERSITAS MERCU BUANA JAKARTA

PRABOWO, MARTIN AGUNG BASRI (2021) HUBUNGAN CUSTOMER SATISFACTION DAN BRAND EXPERIENCE DENGAN BRAND PREFERENCE PRODUK SEPATU VENTELA DAN CONVERSE PADA MAHASISWA UNIVERSITAS MERCU BUANA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to identify and provide an analysis of the relationship between Customer Satisfaction and Brand Experience with the Brand Preference for Ventela and Converse shoe products. The sample used in this study were 173 respondents, both male and female, with criteria that were owned by users of Ventela or Converse shoes and also the age range of 19-40 years. Sampling using incidental sampling technique. In data collection, researchers used three measuring tools, namely customer satisfaction scale (3 items), brand experience (8 items) and brand preference (6 items). Analysis techniques to test hypotheses using Spearman's rho technique. The results show that there is a significant relationship between customer satisfaction and brand preference with a value of r = 0.274; p = 0.000 and a significant relationship was also found between brand experience and brand preference with a value of r = 0.561; p = 0.000. Additional findings from this study are there is a difference in customer satisfaction between Ventela and Converse users with a value of t = 2.489; p = 0.014, besides that there is a difference between brand preference between Ventela and Converse users with a value of t = 2.561; p = 0.011, then found differences in customer satisfaction based on age with a value of F = 2.459; p = 0.015 and the difference in brand preference based on the department with a value of F = 2.402; p = 0.007. Keywords : Customer Satisfaction, Brand Experience, Brand Preference, Ventela, Converse Penelitian ini bertujuan untuk mengetahui serta memberikan analisis terkait hubungan antara Customer Satisfaction dan Brand Experience dengan Brand Preference produk sepatu Ventela dan Converse. Sampel yang digunakan dalam penelitian ini sebanyak 173 responden baik laki-laki maupun perempuan dengan kriteria yang dimiliki ialah pengguna sepatu Ventela atau Converse dan juga rentang usia 19 - 40 tahun. Pengambilan sampel menggunakan teknik incidental sampling. Dalam pengambilan data, peneliti menggunakan tiga alat ukur, yaitu skala customer satisfaction (3 item), brand experience (8 item) dan brand preference (6 item). Teknik Analisa untuk menguji hipotesis menggunakan teknik spearman rho’s. Hasil menunjukkan bahwa terdapat hubungan yang signifikan antara customer satisfaction dengan brand preference dengan nilai r = 0,274 ; p = 0.000 dan hubungan yang signifikan juga ditemukan antara brand experience dengan brand preference dengan nilai r = 0.561 ; p = 0.000. Temuan Tambahan dari penelitian ini adalah terdapat perbedaan customer satisfaction antara pengguna Ventela dan Converse dengan nilai t = 2,489 ; p = 0,014, selain itu terdapat perbedaan antara brand preference antara pengguna Ventela dan Converse dengan nilai t = 2,561 ; p = 0.011, kemudian ditemukan perbedaan customer satisfaction berdasarkan usia dengan nilai F = 2.459 ; p = 0.015 dan perbedaan brand preference berdasarkan jurusan dengan nilai F = 2,402 ; p = 0,007. Kata Kunci : Customer Satisfaction, Brand Experience, Brand Preference, Ventela, Converse

Item Type: Thesis (S1)
NIM/NIDN Creators: 46116010075
Uncontrolled Keywords: Customer Satisfaction, Brand Experience, Brand Preference, Ventela, Converse
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.7 Education of Psychology/Pendidikan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.6 Psychology of Adults/Psikologi Dewasa
300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan
300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 371 Educational Institutions, Schools and Their Activities/Institusi Pendidikan, Sekolah dan Aktifitasnya
300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 371 Educational Institutions, Schools and Their Activities/Institusi Pendidikan, Sekolah dan Aktifitasnya > 371.4 Student Guidance and Counseling/Bimbingan Siswa dan Penyuluhan, Konseling Sekolah
300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 371 Educational Institutions, Schools and Their Activities/Institusi Pendidikan, Sekolah dan Aktifitasnya > 371.8 Students/Siswa, Murid, Pelajar
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 10 Dec 2021 03:34
Last Modified: 10 Dec 2021 03:34
URI: http://repository.mercubuana.ac.id/id/eprint/51761

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