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All Journal Maneggio: Jurnal Ilmiah Magister Manajemen AL-TANZIM : JURNAL MANAJEMEN PENDIDIKAN ISLAM Jurnal Abdi Ilmu Enrichment : Journal of Management Journal of Social Science Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) International Journal Of Science, Technology & Management (IJSTM) Formosa Journal of Multidisciplinary Research (FJMR) NUSANTARA: Jurnal Pengabdian Kepada Masyarakat International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Journal of Social Science Journal of Business Management and Economic Development Jurnal Mahkota Bisnis (Makbis)
Sungguh Ponten Pranata
Universitas Mahkota Tricom Unggul
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Journal : Journal of Social Science

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The Role of Brand Trust in Mediating Brand Image Towards Loyalty of Visitors in Lake Toba Emma Novirsari; Sungguh Ponten Pranata
Journal of Social Science Vol. 2 No. 5 (2021): Journal of Social Science
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jss.v2i5.208

Abstract

Lake Toba is the target of a world-class tourist destination planned by the Indonesian government. Various policies and strategies were made to achieve these targets. The focus of the study in this study emphasizes the role of brand trust in mediating brand image on visitor loyalty in Lake Toba. The target population and sample in this study were 125 visitors to Lake Toba selected by accidental sampling. The path analysis in this study was chosen to see the direct and indirect role of brand trust in mediating brand image towards loyalty. The results showed that 1) brand image directly had a positive and significant effect on the brand trust of visitors to Lake Toba. 2) brand image directly has a positive and significant effect on visitor loyalty at Lake Toba. 3) indirectly, brand trust has a role in mediating brand image towards visitor loyalty at Lake Toba.
Co-Authors Ahmad Rivai Ballian Br Ginting, Berupilihen Debora Tambunan Dewi Rafiah Pakpahan Eka Martyna Theodora Hana Salsabila Lubis Hendra Jonathan Sibarani Husriani Husain Junaerdi Nababan Nidya Banuary Novirsari, Emma Pakpahan, Victor Maruli Rais, Rinovian Sinaga, Anggiat Sitorus, Nurianti Syahlina, Maya Yenni Martok Zakia Fadila