Record Details

The Influence of Experiential Marketing, Emotional Branding, Brand Trust Towards Brand Loyalty

Binus Business Review

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Field Value
 
Title The Influence of Experiential Marketing, Emotional Branding, Brand Trust Towards Brand Loyalty
 
Creator Dewanti, Retno
Chu, Tjia Fie
Wibisono, Steven
 
Subject —
Experiental Marketing, Emotional Branding, Brand Trust, Brand Loyalty.
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Description 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. 
 
Publisher Bina Nusantara University
 
Contributor Fakultas Ekonomi dan Komunikasi
 
Date 2011-11-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
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Format application/pdf
 
Identifier http://journal.binus.ac.id/index.php/BBR/article/view/1253
10.21512/bbr.v2i2.1253
 
Source Binus Business Review; Vol 2, No 2 (2011): Binus Business Review; 1109-1117
2476-9053
2087-1228
 
Language eng
 
Relation http://journal.binus.ac.id/index.php/BBR/article/view/1253/1121
 
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