PENGARUH BRAND IMAGE DAN BRAND EXPERIENCE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA GAME E-SPORTS MOBILE LEGENDS BANG BANG DI SURABAYA

David Cristian Gunawan, Antonius Jan Wellyantony P

Abstract


ABSTRACT

This study aimed to analyze the influence of Brand Image and Experiential Marketing on Customer Satisfaction and Customer Loyalty at e-sports game Mobile Legends Bang Bang in Surabaya. This study took 200 respondents using a questionnaire in the form of a google form. The data analysis technique used is Structural Equation Modeling (SEM) and uses the LISREL 8.8 program. The results of this study explain that Brand Image has a significant positive effect on Customer Satisfaction, Brand Experience has a significant positive effect on Customer Satisfaction, Customer Satisfaction has a significant positive effect on Customer Loyalty, Brand Image has a significant positive effect on Customer Loyalty through Customer Satisfaction, Brand Experience has a significant positive effect on Customer Satisfaction. Customer Loyalty through Customer Satisfaction at the e-sports game Mobile Legends Bang Bang in Surabaya.

 

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image dan Brand Experience terhadap Customer Satisfaction dan Customer Loyalty pada game e-sports Mobile Legends Bang Bang di Surabaya. Penelitian ini mengambil 200 responden dengan menggunakan kuesioner dalam bentuk google form. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dan menggunakan program LISREL 8.8. Hasil penelitian ini menjelaskan bahwa Brand Image berpengaruh signifikan positif terhadap Customer Satiscation, Brand Experience berpengaruh signifikan positif terhadap Customer Satisfaction, Customer Satisfaction berpengaruh signifikan positif terhadap Customer Loyalty, Brand Image berpengaruh signifikan positif terhadap Customer Loyalty melalui Customer Satisfaction, Brand Experience berpengaruh  signifikan Positif terhadap Customer Loyalty melalui Customer Satisfaction pada game e-sports Mobile Legends Bang Bang di Surabaya. 


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Keywords


Brand Image; Brand Experience; Customer Satisfaction; Customer Loyalty

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DOI: https://doi.org/10.33508/jumma.v10i2.3611