Pengaruh Brand Experience terhadap Brand Loyalty yang Dimediasi oleh Brand Love dan Brand Trust

Atras Fahran; Raisa Fitri

doi:10.17977/um042v27i3p181-193

Pengaruh Brand Experience terhadap Brand Loyalty yang Dimediasi oleh Brand Love dan Brand Trust

Atras Fahran, Raisa Fitri

Abstract

Research peneliti dilakukan sebagai penelitian yang meneliti dampak Pengalaman merek terhadap loyalitas brand yang dimediasi oleh brand love beserta brand trust. Metode penelitian yang dipergunakan yakni
kuantitatif melalui pengumpulan data melewati kuesioner. Selanjutnya data kuesioner tersebut diolah melalui pemanfaatan analisis SmartPLS 3 yang di dalamnya terdapat pengujian outer model serta inner model.
Sejumlah 194 responden yang merupakan pengguna mobil jenis hatchback lebih dari 1 tahun dan anggota komunitas mobil jenis hatchback di Malang terpilih menjadi sampel. Hasil penelitian membuktikan bahwasanya brand experience membawa dampak yang positif serta signifikan pada brand love. Kemudian brand experience membawa dampak yang baik dan penting terhadap brand trust. Brand experience membawa dampak yang baik dan penting terhadap brand loyalty. Kemudian brand love membawa dampak yang baik dan penting terhadap brand loyalty. Yang terakhir yaitu brand trust memiliki efek yang cukup kuat dan positif terhadap brand loyalty.

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DOI: http://dx.doi.org/10.17977/um042v27i3p181-193