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Lina Budiarti, Lina
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Pengaruh Brand Trust dan Brand Experience Terhadap Brand Loyalty pada Produk Eiger di Kota Malang Septiana, Afifah; Dhakirah, Sanita; Budiarti, Lina
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 2 (2026): April-Juni, Ekonomi Lingkungan dan Pembangunan Berkelanjutan
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/6txrnn18

Abstract

The growth of the outdoor equipment industry in Indonesia encourages companies to strengthen brand loyalty in order to retain consumers amid increasingly intense competition. Brand trust and brand experience are important factors influencing the formation of brand loyalty. This study aims to analyze the effect of brand trust and brand experience on brand loyalty toward Eiger products in Malang. The novelty of this study lies in examining the relationship between brand trust, brand experience, and brand loyalty among Eiger consumers in Malang City, which has received limited attention in previous studies. This research employed a quantitative method with questionnaires as the data collection technique. The sample consisted of 100 respondents selected using purposive sampling, with criteria aged 18–35 years, having purchased Eiger products at least twice, and made purchases within the last six months. Data analysis techniques included validity test, reliability test, multiple linear regression analysis, t-test, F-test, and coefficient of determination using IBM SPSS Statistics 27. The results showed that brand trust had a positive and significant effect on brand loyalty, brand experience had a positive and significant effect on brand loyalty, and both variables simultaneously had a positive and significant effect on brand loyalty with a contribution value of 64.6%. Based on the research findings, improving brand trust and brand experience contributes to increasing consumer brand loyalty toward Eiger products.
Co-Authors Achmad Zaini Agung Madepo, Mahardika Ahmad Rizani, Ahmad Ahyuni, Destieka Andriansyah Andriansyah Annisa, Septina Nur Archie, Ananda Arninda, Arninda Ayu Sulasari Benalda, Katya Camalia, Tamarine Chorisolekah, Adetia Darusman Darusman Dulbari Dulbari, Dulbari Erdiansyah, Imam Bustan Evelina, Tri Yulistyawati Gianina, Galuh Pradantya Hidayat Saputra, Hidayat Jaenudin Kartahadimaja Joni Dwi Pribadi Kartahadimadja, Jaenudin Kusumasasti, Ika Lova, Evy Fajriantina Maharani, Juwita Suri Maharani, Nafa Putri Mahendra, I Gede Rio Maudya, Fatma Namira Maulidah, Salisa Medina Hidayat, Feridha Miftahul Sirat, Okta Miftahurohman, Muhammad Muhammad Agus Muljanto Musoffan, Rifky Achmad Narasuci, Win Natalia, Desmin Ni Siluh Putu Nuryanti Oktora, Yekie Senja Pertiwi, Arletee Suzy Puspa Priyadi Priyadi Priyadi Priyadi Putra, Bobby Utomo Rahmadi, Rizky Rahpriangan, Desti Rasyad, Rizky Zakariyya Rena Feri Wijayanti Rena Feri Wijayanti Rochman, Fajar Samboro, Joko Sanita Dhakirah Sari, Miranda Ferwita Satwika, Fikri Razak Sembiring, Rinawati Septiana, Afifah Septiawan, Fransiskus Dicky Simbolon, Novita Dong Mariris Sri Sulistyawati, Upik Subarjo Sugiri, Sherin Qothrunnadaa Suwardani, Achmad Deni Syahputri, Wineke Ardhila Unarto, Tirto Utami, Alia Senja Utari, Amilia Ayu Jen Widyastuti, R.A Diana Wijayanti, Rena Fery Yulisa, Delma Yuriansyah