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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal MEBIS (Manajemen dan Bisnis) Jurnal Ilmiah Manajemen Kesatuan JBMR: Journal of Business and Management Review Jurnal Pengabdian kepada Masyarakat Nusantara Interdisciplinary Social Studies Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Pendidikan Progresif
Ida Yulianti
Universitas Muhammadiyah Purworejo
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : JBMR: Journal of Business and Management Review

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An integrated model of Brand Experience and Brand Loyalty: an examination of the mediation effects of customer satisfaction and brand trust Noprianta, Dana Ananda; Mugiono, Mugiono; Yulianti, Ida
Journal of Business and Management Review Vol. 5 No. 1 (2024): (Issue-January)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr52.8872024

Abstract

Growing consumer brand loyalty is necessary for businesses to survive and expand in the automotive industry, where fierce competition makes it harder for businesses to retain brand loyalty. The main objective of this study is to investigate how customer satisfaction and brand trust among Mitsubishi Motors customers mediate the effect of brand experience on brand loyalty. This study uses a quantitative methodology and falls under the explanatory research category. The population in the study was a customer of Mitsubishi Motors cars located in East Java Province. The data collection method uses a questionnaire distributed directly to 200 respondents at Mitsubishi Motors service dealers in East Java Province using convenience sampling techniques. The results from this research demonstrate that brand loyalty is significantly influenced by brand experience and brand trust. As a mediating factor, brand trust can close the gap between brand experience and brand loyalty. Nevertheless, the connections between brand experience and brand loyalty have yet to be significantly impacted by customer satisfaction. In order to cultivate client loyalty, Mitsubishi Motors must continue to uphold the trust that has been earned and raise customer satisfaction.
Co-Authors Agung Yuniarinto Agustina, Ria Dwi Al Nugraha, Putra Perdana Al-Anshori, Pasha Ageng Barinta, Dunga Dwi Cahyani, Ninik Aris Dana Fitriana Dewi, Putu Eva Silvia Dwiyanti, Ni Kadek Ayu Saniska Efendi, Yusuf Erfanudin Bahrul Hilmi, Erfanudin Bahrul Fadilah, Firsty Yulehinin Ditha Irma Kurniasari Kurniasari, Irma Laily, Faridatul Mugiono Mugiono, Mugiono Noprianta, Dana Ananda Prabowo, Ardian Wahyu Prabowo, Ardian Wahyu Putri, Afifa Dania Soleha Putri, Sefila Fiorentara Raditha Dwi Vata Hapsari Ratnasari, Katrine Sri Palupi Prabandari SRI RAHAYU Taufiq Ismail Wahyuni, Evy Dwi Widiar, Greta Yulian Fakhrurrozi, Yulian