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Marliawati, Annisa
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Decision Sciences, Operations Research & Management

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IMPACTS THE BRAND OF EXPERIENCE AND BRAND IMAGE ON BRAND LOYALTY: MEDIATORS BRAND OF TRUST Marliawati, Annisa; Cahyaningdyah, Dwi
Management Analysis Journal Vol 9 No 2 (2020): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v9i2.36945

Abstract

This study is to examine the effect of brand experience and brand image on brand loyalty through brand trust. The population of this study is Ijjah_Collection customer via Shopee in Indonesia. The sample of this study consisted of 116 respondents using non-probability method. The method of collecting the data used questionnaire roomates then Analyzed using path analysis with IBM SPSS Statistics 22 program. The results of this study Showed: (1) brand experience has a positive and significant effect on brand loyalty, (2) brand image has a positive effect, but is not significant on brand loyalty, (3) brand experience has a positive effect and signficant on brand loyalty through brand trust, (4) brand image has a positive and significant effect on brand loyalty through brand trust, (5) brand trust has a positive and significant effect on brand loyalty.
Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust Marliawati, Annisa; Cahyaningdyah, Dwi
Management Analysis Journal Vol 9 No 2 (2020): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v9i2.36945

Abstract

This study is to examine the effect of brand experience and brand image on brand loyalty through brand trust. The population of this study is Ijjah_Collection customer via Shopee in Indonesia. The sample of this study consisted of 116 respondents using non-probability method. The method of collecting the data used questionnaire roomates then Analyzed using path analysis with IBM SPSS Statistics 22 program. The results of this study Showed: (1) brand experience has a positive and significant effect on brand loyalty, (2) brand image has a positive effect, but is not significant on brand loyalty, (3) brand experience has a positive effect and signficant on brand loyalty through brand trust, (4) brand image has a positive and significant effect on brand loyalty through brand trust, (5) brand trust has a positive and significant effect on brand loyalty.
Co-Authors Dwi Cahyaningdyah