Papers by Adinda Rachmawati
This study aims to examine the influence of emotional branding strategy and religious behavior to... more This study aims to examine the influence of emotional branding strategy and religious behavior toward satisfaction and its impact on consumer loyalty on Himalaya Herbals products. The data used in this study are primary data collected from 100 respondents. Sampling method used in this research is the probability sampling method with the method of Disproportionate Stratified Random Sampling, then the data is processed using path analysis. The results of this study indicate that in 1st structure simultaneously emotional branding and religious behavior have a significant effect on satisfaction but partially has no effect. In 2nd structure, emotional branding, religious behavior, and satisfaction variables simultaneously effect on loyalty. Partially, emotional branding and religious behavior have no significant effect on loyalty. While satisfaction effect on loyalty.
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Papers by Adinda Rachmawati