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All Journal ARTCHIVE: Indonesia Journal of Visual Art and Design Ezra Science Bulletin
Saputra, Nefri Anra
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Arts Humanities Computer Science & IT Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : ARTCHIVE: Indonesia Journal of Visual Art and Design

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The Influence of Brand Experience, Brand Trust on Brand Loyalty (Case Study of Silungkang Art Center) Haq, Chairul; Nova, Siska Mitra; Hanafi, Hanafi; Saputra, Nefri Anra; Victory, Well
ARTCHIVE: Indonesian Journal of Visual Arts and Design Vol 6, No 1 (2025): Artchive: Indonesia Journal of Visual Art and Design
Publisher : Institut Seni Indonesia Padang Panjang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53666/artchive.v6i1.4935

Abstract

The Silungkang Art Center is a prominent retail space offering traditional Minangkabau crafts. This study aims to examine: (1) the impact of brand experience on brand loyalty, and (2) the impact of brand trust on brand loyalty among its consumers. The research employs an explanatory and quantitative approach using statistical analysis via SmartPLS. A sample of 150 respondents was surveyed with a structured questionnaire. The findings reveal a significant positive relationship between brand experience and brand trust (path coefficient = 0.756081), as well as between brand trust and brand loyalty (path coefficient = 0.470450). Moreover, brand experience also directly enhances brand loyalty (path coefficient = 0.482440). These results suggest that improving consumer brand experience and trust can effectively strengthen brand loyalty. The study highlights the importance of strategic marketing communications to enhance brand positioning and consumer retention at the Silungkang Art Center.
Co-Authors Albar, Yuli Hendra Multi Alfi, Muhammad Qodri Asmidar Fransiska, Jelita Hanafi Hanafi Haq, Chairul Maizal Nova, Siska Mitra Pratami, Muhammad Ikbal Putri Emas, Cindi Adelia Victory, Well Zabirullah, Muhammad