PENGARUH EXPERIENTIAL MARKETING DAN EMOTIONAL BRANDING SABUN MANDI LIFEBOUY TERHADAP BRAND LOYALTY (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang)

RAHMADHANA, DINNI NAPISA and Nazaruddin, A. and Rosa, Aslamia (2020) PENGARUH EXPERIENTIAL MARKETING DAN EMOTIONAL BRANDING SABUN MANDI LIFEBOUY TERHADAP BRAND LOYALTY (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the influence of experiential marketing and emotional branding on Lifebuoy soap towards brand loyalty. The sampling technique used in this research was non probability sampling, which is purposive sampling with a sample of 105 respondents. Methods of data collection using questionnaires. The data analysis used f test, t test and analysis of multiple linear regression. The results of this research that experiential marketing variable and emotional branding variable simultaneously effect towards brand loyalty. While partially that emotional branding variable have an influence on the brand loyalty, meanwhile experiential marketing variable doesn’t have significant influence on the brand loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Experiential Marketing, Emotional Branding, Brand Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 6152 not found.
Date Deposited:	15 Jun 2020 04:55
Last Modified:	15 Jun 2020 04:55
URI:	http://repository.unsri.ac.id/id/eprint/30352

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