?url_ver=Z39.88-2004&rft_id=1851011012&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=%0D%0APENGARUH+PENGALAMAN+MEREK+DAN+EKUITAS+MEREK+%0D%0ATERHADAP+LOYALITAS+MEREK+MITSUBISHI+PAJERO+DI+BANDAR%0D%0ALAMPUNG%0D%0A&rft.creator=Rayhan+%2C+Aliamin&rft.subject=330+Ekonomi&rft.description=%0D%0APerkembangan+industri+otomotif+khususnya+kendaraan+roda+empat+di+Indonesia%0D%0Asaat+ini+mengalami+kemajuan+yang+cukup+pesat+sehingga+memacu+persaingan%0D%0Aantar+produsen+untuk+membuat+kendaraan+dengan+variasi+bentuk%2C+tipe+dan%0D%0Aspesifikasi+yang+beraneka+ragam+agar+menarik+minat+para+konsumen+dalam+hal%0D%0Akenyamanan%2C+fitur%2C+dan+keselamatan+yang+ditawarkan+masing+masing+produsen.%0D%0APerusahaan+akan+memiliki+daya+saing+bila+pelanggan+memperoleh+kesan+yang%0D%0Alebih+baik+terhadap+produk+dan+jasanya+dibandingkan+produk+dan+jasa+pesaing.%0D%0AGuna+membangun+dan+mengembangkan+daya+saing+perusahaan+dibutuhkan+fokus%0D%0Aterhadap+pelanggan%2C+mengedepankan+mutu%2C+perhatian+pada+kenyamanan%2C+inovasi%0D%0Aberkelanjutan%2C+mementingkan+pelayanan%2C+kecepatan+dan+melakukan+strategi+merek%0D%0Ayang+tepat.+Konsumen+yang+akan+membeli+kendaraan+roda+empat+di+Bandar%0D%0ALampung+dihadapkan+pada+pemilihan+merek+yang+sangat+beraneka+ragam.%0D%0APenelitian+ini+merupakan+penelitian+deskriptif+dengan+tujuan+untuk+memperoleh%0D%0Agambaran+mengenai+pengaruh+pengalaman+merek+dan+ekuitas+merek+terhadap%0D%0Aloyalitas+merek.+Penelitian+ini+menguji+apakah+ada+pengaruh+yang+signifikan+pada%0D%0Apengalaman+merek+dan+ekuitas+merek+terhadap+loyalitas+merek.+Objek+penelitian%0D%0Aadalah+pengguna+atau++konsumen++mobil+Mitsubishi+Pajero.+Hasil+dari+penelitian%0D%0Aini+menunjukkan+bahwa+pengalaman+merek+dan+ekuitas+merek+berpengaruh%0D%0Aterhadap+loyalitas+merek+mobil+Mitsubishi+Pajero+di+Bandar+Lampung+dan%0D%0Amayoritas+pemilik+mobil+Mitsubishi+Pajero+di+Bandar+Lampung+adalah+laki-laki%0D%0Asebanyak+78%25+dan+perempuan+sebanyak+22%25.+Dominasi+laki-laki+disebabkan%0D%0Akarena+mayoritas+mobil+Mitsubishi+yang+terjual+di+Bandar+Lampung+adalah+MPV%0D%0Ayaitu+Mitsubishi+Pajero+dengan+karakteristik+mobil+yang+sporty+sehingga%0D%0Adidominasi+oleh+konsumen+laki-laki.+%0D%0AKata+kunci+%3A+Pengalaman+Merek%2C+Ekuitas+Merek%2C+Loyalitas+Merek%2C+Kesan%2C%0D%0ADaya+saing%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A+%0D%0A%0D%0A+%0D%0A%0D%0A+%0D%0A%0D%0A%0D%0A+%0D%0AThe+development+of+the+automotive+industry%2C+especially+four-wheeled+vehicles+in%0D%0AIndonesia%2C+is+currently+progressing+quite+rapidly%2C+thus+spurring+competition%0D%0Abetween+manufacturers+to+produce+vehicles+with+various+shapes%2C+types+and%0D%0Aspecifications+in+order+to+attract+consumers'+interest+in+terms+of+the+comfort%2C%0D%0Afeatures+and+safety+offered+by+each.+each+manufacturer.+Companies+will+have%0D%0Acompetitiveness+if+customers+get+a+better+impression+of+their+products+and+services%0D%0Acompared+to+competitors'+products+and+services.+In+order+to+build+and+develop+a%0D%0Acompany's+competitiveness%2C+it+requires+focusing+on+customers%2C+prioritizing+quality%2C%0D%0Apaying+attention+to+comfort%2C+continuous+innovation%2C+prioritizing+service%2C+speed+and%0D%0Aimplementing+the+right+brand+strategy.+Consumers+who+will+buy+four-wheeled%0D%0Avehicles+in+Bandar+Lampung+are+faced+with+a+very+wide+variety+of+brand+choices.%0D%0AThis+research+is+a+descriptive+study+with+the+aim+of+obtaining+an+overview+of+the%0D%0Aeffect+of+brand+experience+and+brand+equity+on+brand+loyalty.+This+study+examines%0D%0Awhether+there+is+a+significant+effect+on+brand+experience+and+brand+equity+on%0D%0Abrand+loyalty.+The+object+of+research+is+the+user+or+consumer+of+the+Mitsubishi%0D%0APajero+car.+The+results+of+this+study+indicate+that+brand+experience+and+brand%0D%0Aequity+affect+brand+loyalty+of+Mitsubishi+Pajero+cars+in+Bandar+Lampung+and+the%0D%0Amajority+of+Mitsubishi+Pajero+car+owners+in+Bandar+Lampung+are+78%25+male+and%0D%0A22%25+female.+The+male+dominance+is+due+to+the+fact+that+the+majority+of+Mitsubishi%0D%0Acars+sold+in+Bandar+Lampung+are+MPVs%2C+namely+the+Mitsubishi+Pajero+with%0D%0Asporty+car+characteristics+so+that+it+is+dominated+by+male+consumers.%0D%0A%0D%0AKeywords+%3A+Brand+Experience%2C+Brand+Equity%2C+Brand+Loyalty%2C+Impression%2C%0D%0ACompetitiveness&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS+&rft.date=2023-03-29&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F70922%2F1%2F01.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F70922%2F3%2F02.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F70922%2F2%2F02.%2520SKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Rayhan+%2C+Aliamin++(2023)++PENGARUH+PENGALAMAN+MEREK+DAN+EKUITAS+MEREK+TERHADAP+LOYALITAS+MEREK+MITSUBISHI+PAJERO+DI+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS+%2C+UNIVERSITAS+LAMPUNG+.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F70922%2F