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Journal : Journal of Applied Management and Accounting Science (JAMAS)

BRAND LOYALTY WISATAWAN NUSANTARA TERHADAP BALI BERDASARKAN BRAND EXPERIENCE YANG DIMEDIASI BRAND TRUST DENGAN CHSE SEBAGAI VARIABEL MODERAS I Made Bayu Wisnawa; I Nengah Aristana; I Wayan Edi Arsawan; Susila, I Made Gede Darma
Journal of Applied Management and Accounting Science Vol. 5 No. 1 (2023): Journal of Applied Management and Accounting Science (JAMAS)
Publisher : Universitas Triatma Mulya

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Abstract

The Covid-19 pandemic has caused the collapse of the tourism sector. The implementation of health protocols (CHSE) and vaccinations made the situation even better. Tourist loyalty to tourist destinations is the ultimate goal for every destination manager. At this time trust and experience are the most important variables in determining loyalty. This study aims to determine: i) the effect of brand experience on brand loyalty, ii) the effect of brand trust on brand loyalty, iii) the effect of brand trust on brand loyalty, iv) the role of brand trust in mediating the relationship between brand experience and brand loyalty, v) the role of the application of health protocols (CHSE) as a moderating variable. This study used a sample of 200 tourists visiting Bali. Data analysis was performed using Smart PLS. The results of the research are: i) brand experience has a positive and significant effect on brand loyalty, ii) brand experience has a positive and significant effect on brand trust, iii) brand trust has a positive and significant effect on brand loyalty iv) brand trust partially mediates the influence of brand experience on brand loyalty, v) CHSE moderates the effect of brand experience on brand loyalty, but does not moderate the effect of brand trust on brand loyalty. Keywords: brand loyalty, brand experience, brand trust, CHSE, Covid-19
Co-Authors Anak Agung Ketut Sriasih Anak Agung Ratih Wijayanti Anak Agung Ratih Wijayanti Ananda, Komang Dean Andreananda, I Gede Haldi Arief Nugraha Utomo Aruan, Agnesia Margareth Ayu Putu Dyah Arya Dewi Danuarta, I Wayan Deny Dewi Irwanti, Ni Ketut Dewi, Ayu Putu Dyah Arya Dewi, Kadek Ayu Novita Dwiyanti, Ni Kadek ERNA ZULAENI WILES Gayatri, I Gusti Agung Sasih Giri, I Made Agung Prawira Grilo dos Santos, Colly Gusti Ayu Mahanavami I Dewa Made Arik Permana Putra I Dewa Made Arik Permana Putra I Gede Cahyadi Putra I Gede Wahyu Adi Satriawan I Gusti Agung Bagus Widiantara I Gusti Agung Pradnyana Jaya I Gusti Agung Sasih Gayatri I Gusti Ayu Mahanavami I Ketut Budiasa I Ketut Putra Suarthana I Ketut Putra Suarthana I Ketut Sutapa I Ketut Sutapa I Made Agung Rai Antara I Made Astrama I Made Gede Darma Susila I Made Suwitra Wirya I Nengah Aristana I Nengah Sandi Artha Putra I Nengah Subadra I Nyoman Suarjaya I Putu Bagus Andhy Putra I Wayan Edi Arsawan I Wayan Kartimin I Wayan Tantra Jaya, I Gusti Agung Pradnyana Jumiati, Kadek Ari Kadek Ayu Novita Dewi Kardana, I Ketut Karunavani Sarukunaselan Karunavani Sarukunaselan Komang Dean Ananda Komang Shintiya Nita Kristiana Putri Komang Sudarsana Kurniawati, Nuning Made Hedy Wartana Mahendra, I Putu Ariska Marbun, Saorta Mark de Jong Megawati, Ni Ketut Ratna Muhammad Fadhil Ikhsan Ni Kadek Dwiyanti Ni Ketut Dewi Irwanti Ni Ketut Ratna Megawati Ni Luh Putu Agustini Karta Ni Luh Putu Agustini Karta Ni Luh Wayan Sayang Telagawathi Ni Made Ernila Junipisa Ni Made Hartini Ni Made Pramita Dewi Ni Nyoman Arini Ni Nyoman Nidya Trianingrum Ni Nyoman Rusmiati Ni Putu Yunik Anggreni Ni Wayan Mekarini Noviantini Jehabu, Florentina Putra, Putu Guntur Pramana Putu Agus Prayogi R. Sapto Hendri Boedi Soesatyo RADITYA, I PUTU TIANA RADITYA Rusmiati, Ni Nyoman Sari, Ni Putu Eka Satriawan, I Gede Wahyu Adi Suarjaya, I Nyoman Sudarsana, Komang Sugita, I Wayan Sulistiyo Adi Joko Saharjo Sulistyoadi Joko Saharjo Suwitra Wirya, I Made Tristianty, Tristianty Utomo, Arief Nugraha Wibawa, I Wayan Sucipta Widari, Dewa Ayu Diyah Sri Widiani, Desak Made Wulandari, Pande Putu Yuni , Luh Ketut Herindiyah Kartika