PENGARUH BRAND IMAGE, BRAND IDENTIFICATION DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY (STUDI PADA KONSUMEN DJADJAN KOFFIE DI TANGERANG SELATAN

Abstract

This study was conducted with the aim of investigating the effects of brand image, branding and experiential marketing on customer loyalty among Jajan Koffie customers in Tangerang Sultan. The study used a quantitative approach. The research environment was unknown. In the sample 97 respondents were selected using random sampling techniques and Lemshu sampling. In this study, data were analyzed using SPSS version 25 and Microsoft Excel 2016. The results of the study showed that brand image had a significant impact on customer loyalty, branding had a significant impact on customer loyalty, and experiential marketing had an impact. much to the customer's loyalty.