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All Journal Jurnal Ilmiah Mahasiswa Ekonomi Manajemen
Ratih Furrahmi, Syafruddin Chan
Syiah Kuala University
Economics, Econometrics & Finance

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PENGARUH KEPERCAYAAN MEREK, KEAKRABAN MEREK, DAN PENGALAMAN MEREK TERHADAP KETERIKATAN MEREK PADA KONSUMEN SEPEDA MOTOR YAMAHA DI BANDA ACEH Ratih Furrahmi, Syafruddin Chan
Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Vol 3, No 2 (2018): Mei
Publisher : Departemen Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (592.667 KB) | DOI: 10.24815/jimen.v3i2.6824

Abstract

ABSTRACT The purpose of this study is to determine the influence of brand trust, brand familiarity and brand experience towards brand attachment. The samples used in this study is 132 respondents who have used Yamaha motorcycles for 3 years. The sampling technique used was non probability sampling with purposive sampling method. Multiple Linear Regression was used as a method of analysis to determine the effect of the variables involved.. The results of this study showed that independent variables of brand trust, brand familiarity and brand experience showed a positive and significant influence (sig 0,05) on brand attachment either partially or simultaneously.Keywords: Brand Trust, Brand Familiarity, Brand Experience, Brand Attachment
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