Pengaruh Brand Satisfaction, Brand Trust, dan Brand Experience Terhadap Brand Loyalty Kompas Digital

This research was conducted in order to assess the effect of brand satisfaction, brand trust, and brand experience to brand loyalty of Kompas digital. The research implemented quantitative method, in which questionnaire were distributed to a total of 150 respondents, thus enabling the data to be analyzed. Data were collected from respondents in Jakarta regions. Data were analyzed by SPSS version 21.00 for windows using multiple linier regression method. After conducting data analysis, it was revealed that brand satisfaction and brand experience individually have a positive impact on brand loyalty. Meanwhile brand trust doesn’t have a positive impact toward brand loyalty. But all three variables simultaneously have a significant effect toward brand loyalty. Abstrak : Penelitian ini dilakukan untuk menilai pengaruh kepuasan merek, kepercayaan merek, dan pengalaman merek terhadap loyalitas merek Kompas digital. Penelitian ini menerapkan metode kuantitatif, di mana kuesioner dibagikan kepada total 150 responden, sehingga memungkinkan data untuk dianalisis. Data dikumpulkan dari responden di wilayah Jakarta. Data dianalisis dengan SPSS versi 21.00 untuk windows menggunakan metode regresi linier berganda. Setelah melakukan analisis data, diketahui bahwa kepuasan merek dan pengalaman merek secara individu memiliki dampak positif terhadap loyalitas merek. Sementara kepercayaan merek tidak memiliki dampak positif terhadap loyalitas merek. Namun ketiga variabel tersebut secara simultan memiliki pengaruh yang signifikan terhadap loyalitas merek.