SKRIPSI PENGARUH BRAND EXPERIENCE DAN BRAND PERSONALITY TERHADAP BRAND SATISFACTION, BRAND TRUST, DAN BRAND LOYALTY PADA KONSUMEN PRODUK MEREK VASELINE DI KOTA SAMARINDA --

ABSTRACT

The purpose of this paper is to analyze Brand Experience and Brand Personality to Brand Satisfaction, Brand Trust, and Brand Loyalty consumers product brand Vaseline in the city of Samarinda. This paper uses a quantitative approach using path analysis processed with IBM SPSS Statistic V 23 and Structural Equation Modeling (SEM) software with IBM AMOS V 5 software. Used sample of 147 people taken from a number of consumers product brand Vaseline in the city of Samarinda. Scale measurement using Likert scale with a score of 1 - 5. In this study also tested the validity and reliability test, then carried out further test of estimation and structural test fit model. Based on structural models analyse, it can be proven that Brand Experience and Brand Personality has significant effect on Brand Satisfaction, Brand Experience, Brand Personality, and Brand Satisfaction has significant effect on Brand Trust. Unfortunately Brand Experience, Brand Personality and Brand Trust has no significant effect on Brand Loyalty.

Keywords: Brand Experience, Brand Personality, Brand Satisfaction, Brand Trust, Brand Loyalty, consumers product brand Vaseline.