Analisis Experiential Marketing, Emotional Branding, dan Brand Trust Terhadap Loyalitas Merek Mentari  

Oleh:

Hamzah, Amir

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Manajemen Usahawan Indonesia vol. XXXVI no. 06 (Jun. 2007), page 22-28.
Topik: Experiential Marketing; Emotional Branding; Brand Trust; Loyalty
Fulltext: MM15.28 36(1) 01 2007 22-28.pdf (1.43MB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM15.28 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The competitiveness of telecommunication industry especially in cellular business is sharper and faster. PT Indosat as a cellular operator made some marketing strategies to support product positioning as a part of Market Development Strategies. This research is aimed to know first, how are customer assessments during use Mentari services. Second, how is big the influence of Experiential Marketing, Emotional Branding, and Brand Trust formed Brand Loyalty of MentarL Third, knowing how is big the influence of Sense, Feel, Think, Act, Relate, Ten Commandements, Fiabilfty, and Intentionality toward Brand Loyalty of Mentari. The result of the research: there is strong correlation of Experiential Marketing (X1), Emotional Branding (X.2) and Brand Trust (X3) toward Brand Loyalty. There are 2 dimensions which have significant influences toward Brand Loyalty. Firstdimension isTenCommandement with significant values is amount of 0.006. Second dimension is Fiability with significant values is amount of 0.000.

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