THE IMPACT OF BRAND IMAGE AND BRAND EXPERIENCE TOWARD CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A CASE STUDY OF H&M IN JAKARTA

Abstract

Brand image and brand experience have been assessed as important of customer satisfaction and customer loyalty. Brand image and brand experience are important because it helps company to achieve higher performance that will build long-term and mutually profitability relationship with customers. This study is comprised of those who are young and adult, middle and upper class, and specially have come and bought H&M product in Jakarta. There are 100 people which as respondents to analyze descriptive analysis, reliability, validity, and classic assumption test. The researcher uses multiple linear regression, F-test, T-test, and R-square to test the hypothesis. As for the result, brand image and brand experience impact the customer satisfaction amounted to 72,1%, which means that brand image and brand experience, is positively impact customer satisfaction. Hence brand image, brand experience, customer satisfaction impacts the customer loyalty amounted to 69,1% which means that brand image, brand experience, and customer satisfaction has positively impact customer loyalty. Therefore, in order to compete with the other brand, H&M has to specifically focus on innovating product, influencing customers behavioral, creating strategy to keep its loyal customers.