Pengaruh Brand Experience Dan Brand Image Terhadap Brand Loyalty Produk H&M Pada Konsumen H&M Fakultas Psikologi

Abstract

Penelitian ini bertujuan untuk mengetahui apakah Brand Experience dan Brand Image mempunyai pengaruh terhadap Brand Loyalty Produk H&m Pada Konsumen H&M Fakultas Psikologi di Universitas Medan Area. Populasi yang digunakan pada penelitian ini adalah konsumen H&M Fakultas Psikologi di Universitas Medan Area. Penelitian ini menggunakan sampel sebanyak 94 responden, pengujian hipotesis dalam penelitian ini menggunakan analisis model statistik yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, regresi liniear berganda, uji F, uji t, dan koefisien determinasi (R2) dengan menggunakan software SPSS 23 (Statistic Product and Services Solution) for windows. Data penelitian bersumber dari data primer dan proses pengumpulan data dan menggunakan kuesioner. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel independen yaitu Brand Experience dan Brand Image terhadap variabel dependen yaitu Brand Loyalty. Variabel Brand Experience diperoleh nilai t adalah thitung > ttabel (4.321 > 1.985) dengan tingkat signifikasi 0,000 < 0,05 dan untuk variabel Brand Image diperoleh nilai thitung > ttabel (3.876 > 1.985) dengan tingkat signifikasi 0,001 < 0,05 sehingga dapat disimpulkan Brand Experience dan Brand Image berpengaruh positif signifikan terhadap Brand Loyalty Produk H&M Pada Konsumen H&M Fakultas Psikologi di Universitas Medan Area. Dan uji F diperoleh nilai fhitung ftabel (19.874 > 3.098), dengan hipotesis diterima sehingga dapat disimpulkan bahwa variabel Brand Experience (X1) dan variabel Brand Image (X2) secara simultan berpengaruh terhadap Brand Loyalty (Y). This study aims to determine whether Brand Experience and Brand Image have an influence on Brand Loyalty of H&M Products on H&M Consumers of the Faculty of Psychology at the University of Medan Area. The population used in this study were H&M consumers of the Faculty of Psychology at the University of Medan Area. This study used a sample of 94 respondents, hypothesis testing in this study used statistical model analysis consisting of validity tests, reliability tests, classical assumption tests, multiple linear regression, F tests, t tests, and coefficients of determination (R2) using SPSS 23 (Statistic Product and Services Solution) for windows software. The research data came from primary data and the data collection process and used questionnaires. The results showed that there was a relationship between the independent variables, namely Brand Experience and Brand Image, and the dependent variable, namely Brand Loyalty. The Brand Experience variable obtained a t value of t count > t table (4.321 > 1.985) with a significance level of 0.000 < 0.05 and for the Brand Image variable obtained a t count > t table (3.876 > 1.985) with a significance level of 0.001 < 0.05 so it can be concluded that Brand Experience and Brand Image have a significant positive effect on Brand Loyalty of H&M Products on H&M Consumers of the Faculty of Psychology at the University of Medan Area. And the F test obtained a value of f count ft table (19.874 > 3.098), with the hypothesis accepted so it can be concluded that the Brand Experience variable (X1) and the Brand Image variable (X2) simultaneously have an effect on Brand Loyalty (Y)