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All Journal Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Irfayanti, Deni
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Economics, Econometrics & Finance Education Social Sciences

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Journal : Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)

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BRAND LOYALTY MODEL BASED ON BRAND LOVE AND BRAND TRUST Asiyah, Siti; Irfayanti, Deni
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 18 No 2 (2024): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jibeka.v18i2.2168

Abstract

This research aims to examine the relationship between brand love and brand loyalty through brand trust in BHS brand sarongs. The sample in this study was 100 respondents, with a sampling technique using a non-probability sampling technique, with a purposive sampling technique, namely a technique for determining samples with certain considerations. The analysis method used is the SEM method with SmartPLS. The findings of this research are that brand love has a direct effect on brand loyalty and brand trust, while brand trust has no direct effect on brand loyalty. And brand trust is unable to mediate the relationship between brand love and brand loyalty. The conclusion in this research is that brand trust has no effect on brand loyalty, indicating that even though a brand has high trust, if it is not accompanied by the ability to buy, it is impossible to give birth to brand loyalty. The next finding is that high brand love will give birth to brand loyalty to a brand.
Co-Authors Ningsih, Putri Wahyu Siti Asiyah