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"Penelitian ini bertujuan untuk menganalisis pengaruh brand experience terhadap brand love. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei menggunakan instrument kuesioner yang disebar kepada 100 responden. Pengolahan data dalam penelitian ini menggunakan metode analisis regresi berganda.Hasil dari penelitian ini menunjukkan bahwa dari keempat dimensi brand experience sensory, affective, behaviour, dan intellectual yang berpengaruh langsung terhadap brand love adalah behaviour dan intellectual. Sedangkan sensory dan affective tidak memiliki pengaruh langsung terhadap brand love. Hal ini menunjukkan bahwa brand love yang ada pada setiap konsumen Vaseline muncul akibat pola pikir serta perilaku mereka selama bersinggungan dengan merek Vaseline.

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This research aims to analyze the effect of brand experience towards brand love. This research uses a quantitative approach by conducting survey using a questionnaire presented the instrument to 100 respondents. The data processing used multi regression method.

The result of this research presents that the four dimensions of brand experience sensory, affective, behaviour, and intellectual which is directly influenced towards brand love from behaviour and intellectual. Whereas the sensory and affective have no direct influence toward brand love. This result shows the brand love from Vaseline consumer appears due to their mindset and behavior interrelated with Vaseline brand."

"[Saat ini persaingan bisnis kuliner di Indonesia semakin ketat, hal ini ditandai dengan semakin banyaknya perusahaan-perusahaan yang bergerak dalam bidang kuliner masuk ke pasar untuk saling berkompetisi. Coffee Toffee merupakan bisnis kuliner yang menonjolkan produk kopi. Dalam majalah Franchise (2013) disebutkan bahwa Coffee Toffee merupakan salah satu brand yang memegang gelar The Best Franchise To Invest dan Top of Mind Local Coffee Franchise. Melihat adanya fenomena tersebut peneliti bertujuan untuk menganalisa pengaruh dari Brand Experience, Satisfaction dan Brand Trust terhadap Brand Loyalty pada Coffee Toffee ini.Sampel pada penelitian ini adalah konsumen Coffee Toffee sebanyak 216 responden. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa Brand Experience memiliki pengaruh signifikan terhadap Satisfaction. Satisfaction juga memiliki pengaruh signifikan terhadap repurchase intention dan WoM yang merupakan sub dimensi dari loyalty. Disisi lain variabel Brand experience juga memiliki pengaruh signifikan terhadap Brand Trust. Namun Brand Trust tidak memiliki pengaruh yang signifikan terhadap repurchase intention dan WoM. Hasil lain juga menunjukkan bahwa adanya pengaruh langsung dari Brand Experience terhadap repurchase intention dan WoM yang merupakan sub dimensi dari loyalty.

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Currently culinary business competition in Indonesia is getting tighter, it is marked by the increasing number of companies engaged in the culinary field compete with one another. Coffee Toffee is a culinary business that offers coffee products. In Franchise Magazine (2013) stated that the Coffee Toffee is one brand that holds the title of The Best Franchise To Invest and Top of Mind Local Coffee Franchise. Seeing the fact, researchers want to analyze the effect of Brand Experience, Satisfaction and Brand Trust toward the Brand Loyalty on Coffee Toffee. Sampel in this study is that 216 consumers Coffee Toffee. The data is processed by using Structural Equation Modeling. The results showed that the Brand Experience has a significant influence on Satisfaction. Satisfaction also has a significant influence on repurchase intention and WOM which is a sub-dimensions of loyalty. On the other hand Brand experience also have a significant influence on Brand Trust. But Brand Trust has no significant effect on repurchase intention and WOM. Other results also showed that there is a significant effect of Brand Experience to repurchase intention and WOM which is a sub-dimensions of loyalty.;Currently culinary business competition in Indonesia is getting tighter, it is marked by the increasing number of companies engaged in the culinary field compete with one another. Coffee Toffee is a culinary business that offers coffee products. In Franchise Magazine (2013) stated that the Coffee Toffee is one brand that holds the title of The Best Franchise To Invest and Top of Mind Local Coffee Franchise. Seeing the fact, researchers want to analyze the effect of Brand Experience, Satisfaction and Brand Trust toward the Brand Loyalty on Coffee Toffee .Sampel in this study is that 216 consumers Coffee Toffee. The data is processed by using Structural Equation Modeling. The results showed that the Brand Experience has a significant influence on Satisfaction. Satisfaction also has a significant influence on repurchase intention and WOM which is a sub-dimensions of loyalty. On the other hand Brand experience also have a significant influence on Brand Trust. But Brand Trust has no significant effect on repurchase intention and WOM. Other results also showed that there is a significant effect of Brand Experience to repurchase intention and WOM which is a sub-dimensions of loyalty., Currently culinary business competition in Indonesia is getting tighter, it is marked by the increasing number of companies engaged in the culinary field compete with one another. Coffee Toffee is a culinary business that offers coffee products. In Franchise Magazine (2013) stated that the Coffee Toffee is one brand that holds the title of The Best Franchise To Invest and Top of Mind Local Coffee Franchise. Seeing the fact, researchers want to analyze the effect of Brand Experience, Satisfaction and Brand Trust toward the Brand Loyalty on Coffee Toffee .Sampel in this study is that 216 consumers Coffee Toffee. The data is processed by using Structural Equation Modeling. The results showed that the Brand Experience has a significant influence on Satisfaction. Satisfaction also has a significant influence on repurchase intention and WOM which is a sub-dimensions of loyalty. On the other hand Brand experience also have a significant influence on Brand Trust. But Brand Trust has no significant effect on repurchase intention and WOM. Other results also showed that there is a significant effect of Brand Experience to repurchase intention and WOM which is a sub-dimensions of loyalty.]"

"Skripsi ini membahas tentang pengaruh brand experience terhadap brand loyalty pada produk es krim. Di dalamnya terdapat juga variabel kepuasan dan brand trust yang akan membangun brand loyalty. Lebih lanjut lagi, skripsi ini melihat besarnya pengaruh terhadap brand loyalty yang ditimbulkan oleh brand experience, kepuasan, dan brand trust. Brand experience merupakan hal yang subjektif atas tiap-tiap konsumennya. Oleh karena itu, skripsi ini ingin menunjukkan sejauh mana objek penelitian telah mengemas brand experience-nya untuk dapat membangun loyalitas dari konsumennya. Objek penelitian ini adalah es krim dengan merek 'Magnum' yang merupakan produk baru di pasar es krim Indonesia. Penilitian ini menghasilkan kesimpulan bahwa brand experience berpengaruh pada kepuasan dan brand trust, namun tidak berpengaruh langsung terhadap brand loyalty. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya.

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This study discusses the effect of brand experience on brand loyalty of an ice cream product. This study also includes two other variables, namely satisfaction and brand trust antecedents of brand loyalty. Furthermore, this study looks at how brand loyalty is influenced by brand experience, satisfaction, and brand trust. Brand experience is a subjective thing upon each consumer. Object of this study is Magnum ice cream brand, which is a new product in Indonesia ice cream market. This study results that brand experience has influence toward satisfaction and brand trust, but has not influence toward brand loyalty. There are also managerial implications and advices for the next research."

"[Emotional brand attachment is a core issue that marketers need to further considerate inthe field of marketing. Marketers find the need to understand the factors that effect consumer’s inbuilding their emotional brand attachment. They need to understand what are the factors behindconsumers purchase behavior and what keeps them from switching from one brand to another.By understanding this in more depth marketers will be able to make more effective and efficientapproaches to build consumers emotional brand attachment, in which will result in an increase inconsumer’s brand loyalty.Emotional Brand Attachment and Brand Personality: The Relative Importance of theActual and the Ideal Self is an interesting topic, focusing on which between the actual and theideal self that has the more contribution towards building consumer’s emotional brandattachment. They suggested that there are three moderator variables that affect consumer’semotional brand attachment and concluded that this information is necessary for marketers increating brand personality (Malar, Krohmer, Hoyer & Nyffenegger 2011).Although these variables have impacts on building consumer’s emotional brandattachment, the framework proposed could be improved by adding the variables from the branditself, which has been proved by previous studies to also have huge impact towards consumer’semotional brand attachment.The key theme of this paper is to broaden the existing findings of the authors and byviewing it from a different perspective which is done by including the dimensions of brandexperience and attachment security as the variables that also have impacts towards consumer’semotional brand attachment, rather than focusing on which between the ideal and the actual selfmarketers should focus on in creating brand personality. The implication of this framework willtherefore broaden marketers’ approach in building consumer’s emotional brand attachment.

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Emotional brand attachment is a core issue that marketers need to further considerate in

the field of marketing. Marketers find the need to understand the factors that effect consumer’s in

building their emotional brand attachment. They need to understand what are the factors behind

consumers purchase behavior and what keeps them from switching from one brand to another.

By understanding this in more depth marketers will be able to make more effective and efficient

approaches to build consumers emotional brand attachment, in which will result in an increase in

consumer’s brand loyalty.

Emotional Brand Attachment and Brand Personality: The Relative Importance of the

Actual and the Ideal Self is an interesting topic, focusing on which between the actual and the

ideal self that has the more contribution towards building consumer’s emotional brand

attachment. They suggested that there are three moderator variables that affect consumer’s

emotional brand attachment and concluded that this information is necessary for marketers in

creating brand personality (Malar, Krohmer, Hoyer & Nyffenegger 2011).

Although these variables have impacts on building consumer’s emotional brand

attachment, the framework proposed could be improved by adding the variables from the brand itself, which has been proved by previous studies to also have huge impact towards consumer’s

emotional brand attachment.

The key theme of this paper is to broaden the existing findings of the authors and by

viewing it from a different perspective which is done by including the dimensions of brand

experience and attachment security as the variables that also have impacts towards consumer’s

emotional brand attachment, rather than focusing on which between the ideal and the actual self

marketers should focus on in creating brand personality. The implication of this framework will

therefore broaden marketers’ approach in building consumer’s emotional brand attachment., Emotional brand attachment is a core issue that marketers need to further considerate in the field of marketing Marketers find the need to understand the factors that effect consumer rsquo s in building their emotional brand attachment They need to understand what are the factors behind consumers purchase behavior and what keeps them from switching from one brand to another By understanding this in more depth marketers will be able to make more effective and efficient approaches to build consumers emotional brand attachment in which will result in an increase in consumer rsquo s brand loyalty Emotional Brand Attachment and Brand Personality The Relative Importance of the Actual and the Ideal Self is an interesting topic focusing on which between the actual and the ideal self that has the more contribution towards building consumer rsquo s emotional brand attachment They suggested that there are three moderator variables that affect consumer rsquo s emotional brand attachment and concluded that this information is necessary for marketers in creating brand personality Malar Krohmer Hoyer Nyffenegger 2011 Although these variables have impacts on building consumer rsquo s emotional brand attachment the framework proposed could be improved by adding the variables from the brand itself which has been proved by previous studies to also have huge impact towards consumer rsquo s emotional brand attachment The key theme of this paper is to broaden the existing findings of the authors and by viewing it from a different perspective which is done by including the dimensions of brand experience and attachment security as the variables that also have impacts towards consumer rsquo s emotional brand attachment rather than focusing on which between the ideal and the actual self marketers should focus on in creating brand personality The implication of this framework will therefore broaden marketers rsquo approach in building consumer rsquo s emotional brand attachment ]"

"[ABSTRAKPenelitian ini dilakukan untuk meneliti pengaruh destination brand experience (DBE) terhadap satisfaction, intention to revisit dan intention to recommend pada youth travelers domestik yang melakukan destinasi ketempat-tempat pariwisata di wilayah Malang Raya. Penelitian ini akan menguji peran langsung komponen destination brand experience (DBE) yang terdiri dari empat dimensi, yaitu sensory, affective, behavioural, dan intellectual DBE, dan menguji peran satisfaction sebagai faktor mediasi pada destinasi dalam menentukan intensitas revisit dan rekomendasi worth-of-mouth. Penelitian dilakukan terhadap 114 oresponden yang berusia 16-30 tahun yang pernah melakukan destinasi wisata ke Malang Raya pada satu tahun terakhirABSTRACTThis research is aimed to show the effect of destination brand experience (DBE) towards satisfaction, intention to revisit and intention to recommend on domestic youth travelers who travel to destinations in Malang Raya. This research will examine direct role of destination brand experience (DBE) that consist of four dimensions; sensory DBE, affective DBE, behavioural DBE, and intellectual DBE, and examine the role of satisfaction as mediated factor with the destination determining intention to revisit dan worth-of-mouth recommendation. The research is targeted to 114 respondents that have criteria such as 16-30 years old and have been visited destinations in Malang Raya in less than one year;This research is aimed to show the effect of destination brand experience (DBE) towards satisfaction, intention to revisit and intention to recommend on domestic youth travelers who travel to destinations in Malang Raya. This research will examine direct role of destination brand experience (DBE) that consist of four dimensions; sensory DBE, affective DBE, behavioural DBE, and intellectual DBE, and examine the role of satisfaction as mediated factor with the destination determining intention to revisit dan worth-of-mouth recommendation. The research is targeted to 114 respondents that have criteria such as 16-30 years old and have been visited destinations in Malang Raya in less than one year, This research is aimed to show the effect of destination brand experience (DBE) towards satisfaction, intention to revisit and intention to recommend on domestic youth travelers who travel to destinations in Malang Raya. This research will examine direct role of destination brand experience (DBE) that consist of four dimensions; sensory DBE, affective DBE, behavioural DBE, and intellectual DBE, and examine the role of satisfaction as mediated factor with the destination determining intention to revisit dan worth-of-mouth recommendation. The research is targeted to 114 respondents that have criteria such as 16-30 years old and have been visited destinations in Malang Raya in less than one year]"

"Melalui pengalaman sebuah merek dapat memberikan sebuah memori yang mengesankan dan bertahan lama di ingatan konsumen. Strategi yang dapat digunakan adalah melalui brand experience. Pengalaman juga digunakan oleh konsumen sebagai sumber infomasi untuk keputusan di masa depan, salah satunya adalah keputusan untuk membeli kembali repurchase intention . Penelitian ini bertujuan untuk mengetahui pengaruh brand experience dari film Marvel terhadap repurchase intention konsumen. Penelitian ini menggunakan non-probability sampling dengan teknik purposive, dan melibatkan 100 responden yang merupakan konsumen film Marvel. Hasil dari penelitian ini menunjukkan adanya pengaruh yang terbentuk antara brand experience dengan repurchase intention.

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Through an experience, brand can provide the consumer with memorable and long lasting memory. We can provide that experience by using brand experience. Consumer uses the experience as a valuable information for his her decision in the future, such as repurchase intention. This study intend to examines the effect of brand experience that Marvel film provides on consumer repurchase intention. This study use non probability sampling with purposive technique, and conducted on 100 respondents. Drawing on the result of this study demonstrate that there is a correlation beetwen brand experience and repurchase intention."

"ABSTRAKSamsung merupakan salah satu merek terbesar di industri tekonologi komunikasi sedangmengalami krisis menjelang akhir tahun 2016 tepatnya pertengahan Oktober 2016 dimana salah satuproduk smartphone terbaru mereka yakni Samsung Galaxy Note dilaporkan meledak oleh konsumenmereka yang awalnya ada salah satu konsumen yang mengungah video di Youtube mengenai kejadiantersebut yang menjadi viral dan setelah itu muncul laporan-laporan lain mengenai kejadian tersebutdari berbagai Negara bahkan sampai ada pelarangan menggunakan telepon genggam tersebut di dalampenerbangan pesawat karena produk tersebut dianggap berbahaya sehingga hal ini menjadi berita yangbesar dan Samsung-pun melakukan penarikan kembali terhadap produk tersebut dengan memberikanpergantian uang juga voucher untuk pembelian produk Samsung yang lain namun hal tersebut tidakmembuat kepercayaan banyak konsumen Samsung terhadap merek Samsung itu sendiri menjadi pudarhal itu didapatkan dari beberapa survei online salah satunya dari Reportlinker.com yang menyatakanbahwa 86% dari 500 responden menyatakan bahwa mereka akan memikirkan untuk memilih Samsungkembali pada dalam pembelian telepon genggam baru di waktu yang akan datang. Oleh sebab itupenulis membahas konsep brand trust terhadap konsumen terhadap produk Samsung yang membuatkonsumen untuk tetap percaya terhadap Samsung, penulis juga menggunakan konsep brand experiencedan word of mouth dalam kasus ini karena pengalaman konsumen sebelumnya juga berpengaruhterhadap brand trust dan word of mouth konsumen yang positif di forum-forum online maupunkomentar di media sosia seperti Youtube juga membantu merek untuk menghadapi krisis.

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ABSTRACTSamsung is one of the biggest in the communication and technologies industry who facing a crisistowards the end of 2016 precisely on mid-October 2016 in which one their latest smartphone productthe Samsung Galaxy Note reportedly exploded by their customers that initially there was one of theircustomer uploaded a video on Youtube about the incident and that became viral, after it appeared thereare another reports on the incident from various countries moreover there is ban to bring cell phone inthe aircraft's flight because these products are considered dangerous, so it is becoming big news andSamsung also conduct a recall of these products by providing money turnover also vouchers for thepurchase of another Samsung product, but it does not make a lot confidence towards Samsung itself hasfaded. it obtained from several online surveys, one of which came from Reportlinker.comwhich states that 86% of the 500 respondents said that they would think of to chooseSamsung back on the purchase of a new mobile phone in the future. Therefore, the authorsdiscuss the concept of brand trust of the consumer to the product Samsung, which led consumers tocontinue to believe against Samsung, the author also uses the concept of brand experience and word ofmouth in this case because the consumer experience previously also affects brand trust and positiveword of mouth consumers in online forums and their comments on social media like Youtube also helpthe brand to face the crisis."

"ABSTRActEksistensi brand experience menjadi hal yang penting untuk diaplikasikan oleh pemasar karena memahami bagaimana konsumen merasakan pengalaman yang diberikan oleh brand dapat membantu mengembangkan strategi pemasaran. Hal ini terutama berlaku untuk pembentukan brand personality. Tujuan dari penelitian ini adalah untuk melihat pengaruh yang dihasilkan oleh brand experience terhadap pembentukan brand personality Starbucks Coffee Indonesia. Penelitian ini menggunakan paradigma positivis, logika deduktif, dan pendekatan kuantitatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 230 mahasiswa aktif Ilmu Komunikasi UI pada tahun 2018. Hasil penelitian menunjukan bahwa brand experience memiliki pengaruh positif yang signifikan terhadap pembentukan brand personalityEksistensi brand experience menjadi hal yang penting untuk diaplikasikan oleh pemasar karena memahami bagaimana konsumen merasakan pengalaman yang diberikan oleh brand dapat membantu mengembangkan strategi pemasaran. Hal ini terutama berlaku untuk pembentukan brand personality. Tujuan dari penelitian ini adalah untuk melihat pengaruh yang dihasilkan oleh brand experience terhadap pembentukan brand personality Starbucks Coffee Indonesia. Penelitian ini menggunakan paradigma positivis, logika deduktif, dan pendekatan kuantitatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 230 mahasiswa aktif Ilmu Komunikasi UI pada tahun 2018. Hasil penelitian menunjukan bahwa brand experience memiliki pengaruh positif yang signifikan terhadap pembentukan brand personality.

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ABSTRACTThe exixtence of brand experience becomes important to be applied by the marketers. This happens because understanding the consumers feeling about the experience which provided by the brand can help the marketers to develop marketing strategy. The purpose of this research is to see the influence of brand experience to brand personality of Starbucks Coffee Indonesia. This research uses positivist paradigm, deductive logic, and quantitative approach. All the datas were collected through questionnaires that distributed to 230 active students of Communications Science of UI in 2018. The results of this research shows that brand experience has a significant effect in shaping the brand personality."

"Penelitian ini bertujuan untuk menganalisis pengaruh brand experience terhadap brand love pada pengguna smartphone OPPO yang telah berumur diatas 17 – 35 tahun dengan menggunakan smartphone OPPO lebih dari enam bulan. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner secara Online kepada 100 responden menggunakan teknik non-probability sampling berupa purposive Teknik analisis data dengan menggunakan regresi liniear, analisis statistik inferensial untuk mengetahui validitas dan reliabilitas variabel. Selanjutnya data akan diolah menggunakan software SPSS 22. Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif signifikan terhadap brand love. Hasil kajian ini menyarankan untuk adanya penelitian lebih lanjut terhadap faktor-faktor lain yang dapat membentuk brand love, seperti self-expressive brands (inner self dan social self), baik dari harga, kepercayaan dan word of mouth sehingga dapat memberikan masukan bagi para pelaku bisnis untuk mengkonseptualkan merek dagangnya hingga dapat mencapai tingkat kecintaan.

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This study aims to analyze the effect of brand experience on brand love on OPPO smartphone users who at age over 17-35 years using OPPO smartphones for more than six months. This study uses a quantitative approach by distributing questionnaires online to 100 respondents using non-probability sampling techniques in the form of purposive data analysis techniques using linear regression, inferential statistical analysis to determine the validity and reliability of variables. Furthermore, the data will be processed using SPSS 22 software. The results of this study suggesting further research on other factors that can form brand love. as self-expressive brands (inner self and social self), both in terms of price, trust and word of mouth, so that they can provide the input for the businessmen so that they can also conceptualize their trademarks to reach the level of love."

"Semakin banyak varian masakkan Ayam Goreng di Kota Depok, salah satunya Ayam Geprek Bensu. Yang merupakan kegemaran penduduk Kota Depok. Oleh karena itu, peneliti ingin meneliti Ayam Geprek Bensu dengan judul “Pengaruh Brand Experience terhadap Brand Loyalty melalui Customer Satisaction Pada Restoran Ayam Geprek Bensu di Kota Depok” yang bertujuan untuk mengetahui pengaruh brand experience terhadap brand loyalty melalui customer satisfaction pada Ayam Geprek Bensu di Kota Depok. Penelitian ini menggunakkan pendekatan kuantitatif dengan sampel berjumlah 100 responden yang diambil dengan menggunakan accidental sampling. Hasil penelitian ini menunjukkan bahwa brand experience memiliki pengaruh positif dan signfikan terhadap brand loyalty melalui mediator yaitu customer satisfaction. Selain itu, terdapat dimensi yang paling kuat yaitu intellectual experience dari variabel brand experience yang mempengaruhi customer satisfacion

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More and more variants of Fried Chicken Cook in the city of Depok, one of which is Bensu Geprek Chicken. Which is the hobby of Depok City residents. Therefore, researchers want to examine the Bensu Geprek Chicken with the title "The Effect of Brand Experience on Brand Loyalty through Customer Satisaction in the Geprek Bensu Chicken Restaurant in Depok City" which aims to determine the effect of brand experience on brand loyalty through customer satisfaction in Chicken Geprek Bensu in the City Depok. This study uses a quantitative approach with a sample of 100 respondents taken using accidental sampling. The results of this study indicate that brand experience has a positive and significant influence on brand loyalty through mediators, namely customer satisfaction. In addition, there is the strongest dimension that is the intellectual experience of the brand experience variable that affects customer satisfaction."