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All Journal Psikodimensia: Kajian Ilmiah Psikologi
Kinanti Alvani Pane
Faculty of Psychology, Universitas Indonesia
Physics

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Is Trust Necessary to Increase Loyalty in Adult Consumers? Kinanti Alvani Pane; Martina Dwi Mustika; Bertina Sjabadhyni
PSIKODIMENSIA Vol 17, No 2 (2018)
Publisher : Universitas Katolik Soegijapranata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/psidim.v17i2.1658

Abstract

The aim of this study is to examine if brand experience can predict brand loyalty of older adult consumers through brand trust. This cross-sectional study involved 390 Indonesian older adult consumers of a mineral water who completed a self-report questionnaire. Mediation analysis suggested that brand experience was significant for predicting brand loyalty, either directly or indirectly, suggesting partial mediation. This result further implied that older adult consumers’ experience of a brand can maintain ongoing brand loyalty.In addition, brand trust does not necessarily influence the relationship between brand experience and brand loyalty, which implies that experience is sufficient to maintain older adult consumers’ loyalty to the product. The limitations of this research and potential future research is also discussed
Co-Authors Bertina Sjabadhyni Martina Dwi Mustika