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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Intan Ragda
Institut Bakti Nusantara
Economics, Econometrics & Finance

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Brand Loyalty: The Effect of Brand Trust, Brand Personality, and Brand Attachment Intan Ragda; Sri Rahayu; Evi Novitasari; Fauzi Fauzi
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7 No 2 (2023): IJEBAR, VOL. 07 ISSUE 02, JUNE 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i2.9670

Abstract

The purpose of this study was to examine and analyze the effect of brand trust, brand personality and brand attachment on brand loyalty. This research method uses a quantitative approach. The population of this study were consumers of Le Mineral brand mineral water in Labuhan Ratu Satu Village. In this study, the sampling technique used the Non Probability Sampling technique, namely Purposive Sampling. Data collection techniques using a questionnaire. The data analysis technique used in this study is multiple linear regression analysis and processed using the SPSS program. Brand trust has a positive and significant effect on brand loyalty. The results showed that brand personality has a negative effect on brand loyalty, brand attachment has a positive and significant effect on brand loyalty. Simultaneous test results obtained brand trust, brand personality and brand attachment have a positive effect on brand loyalty. Keywords: Brand loyalty, Brand trust, Brand attachment, Brand personality, Marketing
Co-Authors Evi Novitasari Fauzi Fauzi Sri Rahayu