Previous studies that studied brand relationships tended to ignore the relationship between brand experience and brand loyalty and the role of brand love and brand trust. Therefore, the main objective of this study is to examine the effect of brand experience on brand loyalty through brand love and brand trust. For this study, questionnaires were distributed via personal and email, with 300 respondents aged between 18 and 50 using a purposive sampling method. Data were analyzed using structural equation modeling. The results found that brand experience has positive brand love and trust, brand love and brand trust have a positive effect on brand loyalty.
Awareness of healthy lifestyle in society is increasing day by day. Therefore, the fitness centers more motivated to focus on these business opportunities. Hence, it is important for companies to understand how to satisfy consumers to obtain consumer loyalty. Main variables were applied to predict customer loyalties areswitching cost, customer value, physical environment, and customer satisfaction. Data was collected through questionnaires distribution to students at private university in Tangerang. Data then was analyzed to by applying multipleregressionswith SPSS software. The results showed that there are three hypotheses are supported. The hypothesis is the relationship between switching cost and customer value, the relationship between customer value and customer satisfaction, and the relationship between customer satisfaction and customer loyalty. There is a hypothesis that is not supported, namely the relationship between the physical environment and customer satisfaction. This study also provides a discussion and offers direction for further research.
Info Article
FAKTOR YANG MEMPENGARUHI LOYALITAS NASABAH PUSAT FITNESS: STUDI EMPIRIS
Abstrak
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