THE INFLUENCE OF BRAND EXPERIENCE, BRAND SATISFACTION, BRAND TRUST TOWARDS BRAND LOYALTY IN CENTENNIALS GENERATION: EVIDENCE FROM BANDUNG AND JAKARTA (CASE STUDY OF PUBLIC CULTURE BRAND

• Main Author: Djati, Dariola
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41207
• Institution: Institut Teknologi Bandung

The objective of this research is to understand the influence that brand experience has on brand loyalty on local streetwear brand, Public Culture. Public Culture is an Indonesia based brand that has opened their store in Bandung and Jakarta. Their brand is famous on the Centennials generation. Public Culture focuses on their antimainstream concept and graphical design. This is the example that Public Culture exercised brand experience for their brand. Previous research proved there are two ways for the influence of brand experience towards brand loyalty and that is direct and indirect (through brand satisfaction and brand trust). Online questionnaire and interview are conducted to understand Public Culture customers interpretation to brand experience, brand satisfaction, brand trust, and brand loyalty. Data analysis for interview is by manual coding and to see the influence of brand experience, brand satisfaction, and brand trust towards brand loyalty is processed by using path analysis on Statistical Package for Social Science. The result from the analysis is that direct influence of brand experience towards brand loyalty is the most influential one for Public Culture according to the respondents, brand satisfaction and trust gave influence but not as significantly as brand experience. Moreover, respondents favor sensory dimension the most, while behavioral dimension is the least favorable for Public Culture.