Audina, Zakiya Putri (2026) Pengaruh Brand Awareness, Brand Experience, dan Brand Engagement terhadap Brand Loyalty (Studi pada Konsumen Mie Rate di Balongpanggang Kabupaten Gresik). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) play an important role in Indonesia’s economy, particularly in the food and beverage sector. Mie Rate, a spicy noodle MSME located in Balongpanggang District, Gresik Regency, faces intense competition from similar businesses. This study aims to analyze the influence of Brand Awareness, Brand Experience, and Brand Engagement on Brand Loyalty among Mie Rate consumers. This research uses a quantitative approach with a sample of 100 respondents selected through purposive sampling. The data analysis technique used is multiple linear regression with the help of SPSS, supported by validity, reliability, and classical assumption tests. The results show that Brand Awareness, Brand Experience, and Brand Engagement simultaneously have a significant effect on Brand Loyalty. Partially, Brand Awareness and Brand Engagement have a positive and significant effect on Brand Loyalty, while Brand Experience has no significant effect on Brand Loyalty. Keywords: Brand Awareness, Brand Experience, Brand Engagement, Brand Loyalty, MSMEs.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Zakiya Putri Audina | ||||||||
| Date Deposited: | 25 May 2026 03:41 | ||||||||
| Last Modified: | 25 May 2026 03:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52370 |
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