Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Dhikriyah, Laeli
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analysis of the Influence of Brand Communication, Brand Image and Brand Personality on Brand Trust in The Body Shop Products Dhikriyah, Laeli; Sukresna, I Made
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 5, No 2 (2021): IJEBAR, VOL. 05 ISSUE 02, JUNE 2021
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v5i2.2293

Abstract

This study aims to determine the effect of brand communication variables, brand image, brand trust on the brand trust of The Body Shop products. This research is a quantitative research The data sources used in this research are primary data and secondary data. The sampling applied in this study uses a method called the Non Probability Sampling technique. This research make use of Structural Equation Modeling (SEM) as a statistical instrument in an effort to test various hypotheses that have been determinedwith the help of AMOS software. The results showed thatBrand communication has a positive effect on brand image, brand image has a positive effect on brand personality, meaning that the better the brand image of a product will affect the brand personality. The results also show that Brand communication has a positive effect on brand trust, meaning that brand communication has no influence on brand trust and brand image has a positive effect on brand trust and that the better the brand image created by a product will increase trust in consumers and brand personality has a positive effect on brand trust. . Keywords : Brand Communication; Brand Image; Brand Trust
Co-Authors I Made Sukresna