Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing dan perceived quality terhadap brand loyalty melalui brand trust pada pelanggan atariki japan di kota banda aceh. data diperoleh melalui survei terhadap 180 orang sebagai sampel yang mewakili populasi penelitian dan menggunakan kuesioner sebagai instrumen pengumpulan data. teknik sampel yang digunakan non-probability sampling dengan teknik purposive sampling. statistical product and service solutions (spss) digunakan sebagai metode analisis untuk mengetahui pengaruh antara variabel-variabel yang terlibat. hasil penelitian menunjukkan bahwa experiential marketing dan perceived quality berpengaruh positif terhadap brand trust. experiential marketing dan perceived quality berpengaruh positif terhadap brand loyalty. brand trust memiliki pengaruh positif terhadap brand loyalty. experiential marketing dan perceived quality berpengaruh positif terhadap brand loyalty bila dimediasi oleh brand trust. kata kunci: experiential marketing, perceived quality, brand trust, brand loyalty

This study aims to determine the effect of experiential marketing and perceived quality on brand loyalty through brand trust in Atariki Japan customers in Banda Aceh City. Data were collected through a survey of 180 respondents as sample to represents the research population and used a questionnaire as the data collection instrument. The sample technique used is non-probability sampling with purposive sampling technique. Statistical product and service solutions (SPSS) are used as an analytical method to determine the effect of the variables involved. The results of the study show that experiential marketing and perceived quality have a positive effect on brand trust. Experiential marketing and perceived quality have a positive effect on brand loyalty. Brand trust has a positive influence on brand loyalty. experiential marketing and perceived quality have a positive effect on brand loyalty when mediated by brand trust. Keywords: Experiential Marketing, Perceived Quality, Brand Trust, Brand Loyalty