Electronic Theses and Dissertation

Abstrak penelitian bertujuan untuk mengukur pengaruh brand experience terhadap customer satisfaction yang dimediasi oleh brand authenticity dan brand equity pada pengguna produk madame gie di kota banda aceh. metode penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada responden pengguna produk madame gie di kota banda aceh. teknik analisis data dilakukan melalui partial least squares structural equation modeling (plssem) untuk menguji hubungan langsung maupun tidak langsung antar variabel. sampel digunakan adalah pengguna produk madame gie di kota banda aceh dan berjumlah 190 responden. teknik pengambilan sampel yang digunakan adalah non-probability sampling dan metode purposive sampling. hasil penelitian menunjukkan bahwa brand experience berpengaruh positif dan signifikan terhadap customer satisfaction melalui mediasi hubungan brand authenticity dan brand equity. temuan ini menegaskan bahwa pengalaman merek yang baik tidak hanya meningkatkan kepuasan pelanggan secara langsung, tetapi juga memperkuat persepsi brand authenticity dan brand equity, yang pada akhirnya semakin mendorong customer satisfaction pada pengguna produk madame gie di kota banda aceh. kata kunci :brand experience, customer satisfaction, brand authenticity dan brand equity.

ABSTRACT The research aims to measure the effect of brand experience on customer satisfaction mediated by brand authenticity and brand equity among users of Madame Gie products in Banda Aceh City. The research method uses a quantitative approach by distributing questionnaires to respondents who are users of Madame Gie products in Banda Aceh City. Data analysis techniques are conducted through Partial Least Squares Structural Equation Modeling (PLSSEM) to test both direct and indirect relationships between variables. The sample used consists of users of Madame Gie products in Banda Aceh City, totaling 190 respondents. The sampling technique used is non-probability sampling and purposive sampling method. The results show that brand experience has a positive and significant effect on customer satisfaction through the mediation of brand authenticity and brand equity relationships. These findings confirm that a good brand experience not only directly increases customer satisfaction but also strengthens the perception of brand authenticity and brand equity, which ultimately further drives customer satisfaction among users of Madame Gie products in Banda Aceh City. Keywords :Brand Experience, Customer Satisfaction, Brand Authenticity and Brand Equity.