Analisis experiental marketing, emotional branding, and brand trust terhadap loyalitas merek Mentari

Deskripsi

The Competitiveness of telecommunication industy especially in cellular business is sharper and faster. PT Indosat as a cellular operator made some marketing strategies to support product positioning as a part of market Development Strategies. This research is aimed to know first, how are customer assessments during use mentari services. Second, how is big the influence of experiential marketing, emotional branding, and brand trust formed brand loyalty of Mentari. Third, knowing how is big the influence of sense, feel, think, act, relate, ten commandements, fiability, and intentionality toward brand loyalty of Mentary. The result of the research: there is strong correlation of experiental marketing (X1), Emotional Branding (X2), and Brand Trust (X3) toward Brand Loyalty. There are 2 nd dimensions which have significant influences toward Brand Loyalty. First dimension in ten commandement with significant values is amount of 0.006. Second dimension is fiability with significant values is amount of 0.000.Printed Journal