PENGARUH HARGA DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY PADA PRODUK TEH CELUP WALINI PT PERKEBUNAN NUSANTARA (PTPN) VIII BANDUNG

Abstract

The purpose of this study was to determine the effect of the price and brand experience on brand loyalty of Walini tea.. The research method used is a quantitative method with data collection techniques in this study carried out by distributing questionnaires to 384 respondentswhich were processed statistically using SPSS 23. The methods used are descriptive analysis, simple linear regression analysis, and hypothesis testing. The population of this study were consumers of walini tea in Bandung. The result on this research shows that both of price and brand experience has a significant and positive effect of 64,6% on brand loyalty. Based on the result, suggestions are the need for walini tea to maintain competitive prices within competitors and considered further marketing campaign strategy for better brand experience to loyal customer.