| dc.contributor.author | hermansyur, aditi ,bunga, hafizah, hendriarto,prasetyono | |
| dc.date.accessioned | 2022-08-12 | |
| dc.date.available | 2022-08-12 | |
| dc.date.issued | 2020 | |
| dc.identifier.uri |
https://enrichment.iocspublisher.org/index.phpenrichme nt/article/view/128
| |
| dc.description.abstract |
The diversity of transportation means today requires people to be more selective
in choosing a means of transportation that can meet their needs and provide
many benefits in their use. This is the reason that transportation service
companies are competing to attract customers to choose the means of
transportation they offer by providing services that are more satisfying than
competitors. The urgency of the research is that Siantar Ekspress customers are
still not satisfied with the services of PT. Kereta Api Indonesia (Persero) Medan
and determine the factors that cause it. The research method uses path analysis.
The results showed that experiential marketing (feel and think) has a positive and
significant effect on satisfaction, while relate has a negative and insignificant
effect on customer satisfaction of Siantar Ekspress PT. KAI (Persero) Medan.
Satisfaction, feel, and relate have a positive and significant effect on customer
loyalty Siantar Ekspress PT. KAI (Persero) Medan, while Think has no positive and
insignificant effect on customer loyalty of Siantar Ekspress PT. KAI (Persero)
Medan. Satisfaction mediates in full mediation the influence of feel and thinks on
customer loyalty Siantar Ekspress PT. KAI (Persero) Medan. While satisfaction
does not mediate the effect of relate to customer loyalty Siantar Ekspress PT. KAI
(Persero) Medan | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | Universitas Harapan Medan | en_US |
| dc.title | The Influence of Brand Image and Brand Experience on Customer Brand Loyalty | en_US |
| dc.type | Karya Ilmiah | en_US |
