| dc.description.abstract | Surabaya as the second biggest city in Indonesia, has been rapidly development and there is no exception either for service or manufacturing companies. This foundation conducted a study to test the effect of brand experiences, brand trust and brand satisfaction on brand loyalty. The use these variables on the grounds of previous studies, namely: Sahin et al, (2011) who found a direct influences on the brand loyalty on the brand experiences, brand trust and brand satisfaction.
The purpose of this study to determine and analyze the influence of brand experiences, brand trust and brand satisfaction on brand loyalty in AMDK Aqua in Surabaya. The type of this research is a quantitative causal research using Multiple Linear Regression through SPSS 16.0 program. The sample use 100 respondents with non probability sampling technique and the sampling method is purposive sampling.
The analysis showed that brand experiences, brand trust and brand satisfaction has a significant positive effect on brand loyalty AMDK Aqua in Surabaya. Variables that most influence on brand loyalty that brand trust and the coefficient of brand trust is 0,381 and the significant test is 0,000 smaller than 0,05.
The empirical finding suggest that in order to increase brand loyalty can enhance by increasing brand experiences, brand trust and brand satisfaction AMDK Aqua in Surabaya. Theoretical implication and suggestion for future research are also described at the end of the study. | en_US |
