Pengaruh Brand Experience Terhadap Brand Resonance  Produk Apple Iphone Dimediasi Oleh Brand Feeling  Dan Brand Relationship Quality

Mohamad Alwin Syhakir

Authors

Mohamad Alwin Syhakir Universitas Siliwangi

Keywords:

Pengalaman Merek, Resonansi Merek, Kualitas Hubungan Merek, Perasaan Merek

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh variabel Brand Experience terhadap variabel Brand Resonance yang dimediasi oleh variabel Brand Feeling dan variabel Brand Relationship Quality. Analisis menggunakan metode Structural Equation Modeling atau (SEM). SEM adalah metode analisis statistik multivariat. Pengolahan data SEM dibangun dengan model pengukuran dan model struktural. Pengolahan data menggunakan aplikasi SmartPLS dengan beberapa pengujian antara lain Uji Validitas, Uji Reliabilitas, Uji R-Square, dan Uji Hipotesis langsung dan tidak langsung. Penelitian ini mengambil kesimpulan bahwa Brand Experience berpengaruh positif dan signifikan terhadap Brand Resonance. Dan variabel mediasi berpengaruh positif dan signifikan terhadap variabel Resonansi Merek

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