PERANAN KOMITMEN AFEKTIF TERHADAP PENGARUH PENGALAMAN MEREK KEPADA LOYALITAS MEREK (Studi Pada Konsumen Mobil Honda Di Kota Banda Aceh)
This study aims to determine the effect of experience on brand loyalty with affective commitment as a mediator. The empirical study was conducted on Honda car users in Kota Banda Aceh using questionnaires as research instruments, of which the sample in this study was 110 people. Nonprobability Sampling is used as sampling technique with Purposive Sampling method. The HLM (Hierarchical Linear Modeling) method is used as a data analysis method using the IBM SPSS 20 software. The results of this study demonstrate experience and experience of brand loyalty, affective and significant commitment to brand loyalty, brand experience and strategy to affective commitment. Affective commitment mediates the impact of brand experience on brand loyalty.
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