THE INFLUENCE OF EXPERIENTIAL MARKETING, EMOTIONAL BRANDING, BRAND TRUST TOWARDS BRAND LOYALTY

Retno, Dewanti and Tjia, Fie Chu and Steven, Wibisono (2011) THE INFLUENCE OF EXPERIENTIAL MARKETING, EMOTIONAL BRANDING, BRAND TRUST TOWARDS BRAND LOYALTY. Jurnal Binus Business Review, 02 (02). ISSN 2087-1228

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Abstract

The restaurant business in jakarta showed rapidly increased. Marketing today as the compete of brand strategy and experiental marketing on the competitive situation. The Jun Jan Kitchen is a new restaurant specialized on Chinnese Food, urgent to know the brand loyalty. The Aim research is to measured the influence of Experiental marketing, emotional branding and brand trust towards brand loyalty. Research method used descriptif, data collecting technique with questioner and observation. Statistic tools using path analysis to looking for contribution level on each variabel towards other. Population this research is customer Jun Jan Kitchen. Sampling technique using accidental sampling. Amount of sample is 100 customers. Result of this research is experiental marketing giving the significant influence towards brand trust whereas Emotional branding giving the significant influence towards brand loyalty.

Item Type: Article
Additional Information: 21_Volume 02 / Nomor 02 / November 2011_THE INFLUENCE OF EXPERIENTIAL MARKETING, EMOTIONAL BRANDING, BRAND TRUST TOWARDS BRAND LOYALTY
Subjects: Management
Divisions: Jurnal Binus Business Review > Volume 02 / Nomor 02 / November 2011
Depositing User: Mr. Super Admin
Date Deposited: 05 Jun 2012 04:55
Last Modified: 04 Feb 2013 02:53
URI: http://eprints.binus.ac.id/id/eprint/13864

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