Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB)
Hety Wijayanti
Universitas PGRI Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Brand Experience dan Brand Loyalty: Mediated by Brand Trust Saptaningsih Sumarmi; Hety Wijayanti
Jurnal Ilmiah Manajemen dan Bisnis Vol 9, No 3 (2023): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v9i3.16060

Abstract

Brand loyalty is a company's goal to gain recognition from the community, so it becomes a challenge for companies to make customers loyal to a brand. This study will investigate the relationship between brand experience and brand loyalty, using brand trust as a mediation. The research respondents were 150 users of Kutus-kutus oil in DIY. The research data were analyzed using PLS-SEM. The results show no direct relationship between brand experience and brand loyalty. However, brand experience is related to brand trust, and brand trust is directly related to brand loyalty. Indirectly, brand experience is related to brand loyalty mediated by brand trust. Limitations/implications of the study: The research was conducted in the same province as the Special Region of Yogyakarta, so the generalization of the results had to be determined by completing additional studies elsewhere
Co-Authors Saptaningsih Sumarmi