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Skripsi, 024 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-03 11:39:20
Oleh : Rafid Pratama Rizqulloh - 175264025 (rafid.pratama.mpem417@polban.ac.id)
Dibuat : 2023-01-03, dengan 4 file

Keyword : servicescape dimension, customer experience, brand equity, brand loyalty, creative space, The Hallway Space, Bandung

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Deskripsi Alternatif :

Recently, creative space has become an alternative hangout place for young people and a business alternative for the creative community in the city of Bandung. As a new form of business, creative space needs to build consumer loyalty for business continuity. Building customer loyalty can be done by improving services through "tangible" service dimensions such as servicescape dimensions, customer experience and through strong brand equity. This study will discuss how the influence of the dimensions of service scape, customer experience and brand equity on brand loyalty from creative space in the city of Bandung. The purpose of this study is to determine the effect of the X variables on brand loyalty by taking the object of one of the creative spaces in Bandung, namely The Hallway Space. The method used in this research is quantitative by taking a sample of 356 respondents who have visited The Hallway Space Bandung. The results showed that the servicescape dimension, customer experience and brand equity had a positive and significant influence on brand loyalty. This result can be a reference for The Hallway Space and other creative spaces in Bandung City to improve their services.

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