Analisis Pengaruh Brand Experience Terhadap Brand Loyalty Dengan Brand Resonance dan Brand Reputation Sebagai Variabel Intervening

This study aims to determine and analyze the effect of brand experience variables on loyalty through resonance reputation as an intervening variable for users DANA E-Wallet application in Semarang City. The population used this are who have transacted using domiciled city Semarang, Central Java. number samples were 100 respondents.In study, data was collected distributing questionnaires selected non-probability sampling techniques with purposive method. Measurement questionnaire uses a Likert scale. Five hypotheses tested quantitative methods analysis technique is multiple linear regression which estimated help computer software form SPSS version 25.The results indicate that has positive significant resonance, reputation, loyalty, mediates mediates. influence loyalty.