Pengaruh Brand Prestige, Customer Experience, dan Komunitas Merek terhadap Loyalitas Merek pada Vespa Klasik di Era Tren Sepeda Listrik di Kabupaten Jember
Keywords:
Brand Prestige, Customer Experience, Brand Community, Brand Loyalty, Classic VespaAbstract
This study was motivated by the rapid growth of electric vehicles, which may influence the loyalty of Classic Vespa users as a heritage automotive product with strong historical, symbolic, and emotional values. The objective of this research was to analyze the effects of Brand Prestige, Customer Experience, and Brand Community on Brand Loyalty among Classic Vespa users in Jember Regency. This study employed a quantitative method with an explanatory research approach. The population consisted of Classic Vespa users in Jember Regency, with a sample of 100 respondents selected through purposive and snowball sampling techniques. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using SPSS 27. The findings revealed that Brand Prestige and Customer Experience had a positive and significant effect on Brand Loyalty, while Brand Community did not significantly affect Brand Loyalty. These results indicate that the loyalty of Classic Vespa users is primarily influenced by perceptions of brand prestige and user experience rather than participation in brand communities.
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