STUDY TENTANG MINAT LOYALITAS MELALUI ANALISIS BRAND PREFERENCE DAN CUSTOMER HEDONIC VALUE Studi kasus pada PT. Bank BRI (persero) Kanca Pati

Abstract

The purpose of this research is to test the influences of perceived usefulness, and perceived credibility on brand preference to increase loyal intention mediated by customer hedonic value. Using these variables, the usage of these variables are able to solve the arising problem within BRI Pati branch. The samples size of this research is 174 customers BRI Pati branch. Using the Structural Equation Modeling (SEM). The results show that the perceived usefulness, and perceived credibility on brand preference to increase loyal intention mediated by customer hedonic value. The effect of perceived usefulness on brand preference are 0,38; The effect of perceived credibility on brand preference are 0,36; The effect of brand preference on customer hedonic value are 0,37; The effect of brand preference on loyal intention are 0,51; and The effect customer hedonic value on loyal intention are 0,22.