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Mediasi Brand Trust: Faktor-Faktor yang Memengaruhi Loyalitas Krispy Kreme di Jakarta Lee, Steven; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 1 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i1.28589

Tujuan penelitian ini adalah untuk mengetahui Pengaruh Brand Communication, Perceived Quality, Brand Image, dan Perceived Social Media terhadap Brand loyalty pada Krispy Kreme di Jakarta dengan Brand Trust Sebagai Variabel Mediasi. Penelitian ini menggunakan pendekatan kuantitatif yang bersifat deskriptif dengan desain cross-sectional. Penelitian ini memilih populasi dari masyarakat Indonesia yang memiliki pengetahuan tentang produk Krispy Kreme. Dengan melakukan survei menggunakan Google Form yang disebar melalui media sosial, kami berhasil mengumpulkan data dari 200 responden yang pernah mencoba Krispy Kreme di Jakarta. Instrumen penelitian ini adalah kuesioner yang berisi profil responden dan pernyataan pada tiap variabel penelitian. Teknik pemilihan sampel pada penelitian ini dilakukan dengan metode non-probability sampling dengan metode convenience sampling. Hasil analisis data diolah menggunakan software SmartPLS 4.0. Hasil penelitian ini adalah (1) brand communication, perceived quality, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand trust (2) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty (3) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty (4) brand trust memiliki pengaruh positif dan signifikan terhadap brand loyalty (5) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty dengan brand trust sebagai mediator (6) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty dengan brand trust sebagai mediator. The purpose of this research is to determine the influence of Brand Communication, Perceived Quality, Brand Image, and Perceived Social Media on Brand loyalty at Krispy Kreme in Jakarta with Brand Trust as Mediating Variable. This research uses a descriptive quantitative approach with a cross-sectional design. This research selected a population from Indonesian society who had knowledge about Krispy Kreme products. By conducting a survey using Google Form which was distributed via social media, we managed to collect data from 200 respondents who had tried Krispy Kreme in Jakarta. This research instrument is a questionnaire containing respondent profiles and statements on each research variable. The sample selection technique in this research was carried out using a non-probability sampling method with a convenience sampling method. The results of data analysis were processed using SmartPLS 4.0 software. This study showed that (1) brand communication, perceived quality, brand image, and perceived social media have positive and significant influence on brand trust (2) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty (3) perceived quality does not have a positive and insignificant influence on brand loyalty (4) brand trust has a positive and significant influence on brand loyalty (5) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty with the brand trust as a mediator (6) perceived quality does not have a positive and insignificant influence on brand loyalty with brand trust as a mediator.

E-Satisfaction Spotify pada Gen Z Jakarta Memengaruhi Repurchase Intention Melalui Enjoyment, Social Value, dan Ease of Use Shalbrenda, Violetta; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i2.29856

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengaruh perceived enjoyment, perceived social value, dan perceived ease of useterhadap repurchase intention yang dimediasi oleh e-satisfaction kepada pengguna aplikasi musik spotify pada generasi Z di Jakarta. Penelitian ini menggunakan metode deskriptif dengan design cross-sectional design. Data diperoleh melalui kuesioner yang disebar secara online dengan teknik non-probability sampling dan purposive sampling. Populasi dalam penelitian ini adalah generasi Z yang menggunakan aplikasi musik Spotify di Jakarta. Data dianalisis menggunakan SEM-PLS dengan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa perceived enjoyment memiliki efek negatif terhadap repurchase intention tetapi perceived social value memiliki efek positif yang signifikan terhadap repurchase intention. Perceived ease of use tidak berpengaruh signifikan terhadap repurchase intention tetapi e-satisfaction memiliki pengaruh positif dan signifikan terhadap repurchase intention. Perceived enjoyment dan perceived ease of use memiliki positif dan signifikan terhadap e-satisfaction tetapi perceived social value tidak memiliki pengaruh signifikan terhadap e-satisfaction. E-satisfaction mampu memediasi hubungan antara perceived enjoyment, perceived social value, dan perceived ease of use terhadap repurchase intention. The aim of this research is to determine the influence of perceived enjoyment, perceived social value, and perceived ease of use on repurchase intention mediated by e-satisfaction for users of the Spotify music application in generation Z in Jakarta. This research uses a descriptive method with a cross-sectional design. Data was obtained through questionnaires distributed online using non-probability sampling and purposive sampling techniques. The population in this research is generation Z who uses the Spotify music application in Jakarta. Data were analyzed using SEM-PLS with SmartPLS 4.0 software. The research results show that perceived enjoyment has a negative effect on repurchase intention but perceived social value has a significant positive effect on repurchase intention. Perceived ease of use does not have a significant effect on repurchase intention, but e-satisfaction has a positive and significant effect on repurchase intention. Perceived enjoyment and perceived ease of use have a positive and significant impact on e-satisfaction, but perceived social value does not have a significant influence on e-satisfaction. E-satisfaction is able to mediate the relationship between perceived enjoyment, perceived social value, and perceived ease of use on repurchase intention.

Pengaruh Penggunaan Rayyanza Malik Ahmad (Cipung) sebagai Endorser terhadap Minat Beli Konsumen Siregar, Egie Pradana; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i3.31601

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan Rayyanza Malik Ahmad (Cipung) sebagai endorser terhadap minat beli konsumen pada produk Essential Oil Cessa. Responden dalam penelitian ini yaitu 151 konsumen yang mengetahui produk Cessa asal Indonesia di Jakarta. Strategi sampel yang digunakan dalam penelitian ini adalah berbasis populasi dan menggabungkan purposive sampling dengan non-probability sampling pada pelanggan yang mengenal produk Cessa. Penelitian ini menggunakan metodologi Structural Equation Modeling (SEM) yang dianalisis menggunakan PLS (Partial Least Square) versi 4.0.9.6. Hasil penelitian ini menunjukkan celebrity endorser tidak memiliki dampak yang signifikan terhadap purchase intention, celebrity endorser berpengaruh positif signifikan terhadap brand trust, celebrity endorser berpengaruh positif secara signifikan terhadap brand attitude, celebrity endorser berpengaruh positif secara signifikan terhadap brand awareness, brand trust berpengaruh positif terhadap purchase intention, brand attitude berpengaruh positif terhadap purchase intention, brand awareness tidak memiliki dampak yang signifikan terhadap purchase intention, brand attitude berfungsi sebagai mediator untuk menghubungkan pengaruh celebrity endorser terhadap purchase intention, brand awareness tidak berperan sebagai mediator dalam menghubungkan pengaruh celebrity endorser terhadap purchase intention, serta brand trust berfungsi sebagai mediator untuk menghubungkan pengaruh celebrity endorser terhadap purchase intention. This research aims to determine the effect of using Rayyanza Malik Ahmad (Cipung) as an endorser on consumer buying interest in Cessa Essential Oil Products. The respondents in this research were 151 consumers who knew about Cessa products from Indonesia in Jakarta. The sampling strategy used in this research is population based and combines purposive sampling with non-probability sampling of customers who are familiar with Cessa products. This research uses Structural Equation Modeling (SEM) methodology which is analyzed using PLS (Partial Least Square) version 4.0.9.6. The results of this study show that celebrity endorsers do not have a significant impact on purchase intentions, celebrity endorsers have a significant positive effect on brand trust, celebrity endorsers have a significant positive effect on brand attitudes, celebrity endorsers have a significant positive effect on brand awareness, brand trust has a positive effect on purchases intention, brand attitude has a positive effect on purchase intention, brand awareness does not have a significant impact on purchase intention, brand attitude functions as a mediator to connect the influence of celebrity endorsers on purchase intention, brand awareness does not act as a mediator in connecting the influence of celebrity endorsers on purchase intention, and brand trust functions as a mediator to link the influence of celebrity endorsers on purchase intentions.

Membangun Purchase Intention dengan Faktor Safety Ingredients, Online Customer Review, dan Brand Awareness pada Produk N'pure di Wilayah JABODETABEK Rosyada, Maulin Amrina; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i3.31616

Di era millenial ini perkembangan industri kosmetik menjadi pusat perhatian, dimana industri kosmetika dibangun atas dasar produk dan jasa yang memberikan kepuasan bagi seseorang. Tujuan penelitian ini untuk menguji pengaruh safety ingredients, online customer review, dan brand awarenessterhadap purchase intention pada produk N’Pure di Jabodetabek melalui attitude. Sampel yang diambil adalah 200 responden dengan populasi orang yang mengetahui produk N’Pure di Jabodetabek. Metode purposive sampling digunakan dengn menyebarkan secara online yang kemudian dianalisis menggunakan smart-pls 4.0. Hasil dari penelitian ini adalah safety ingredients, online customer review, brand awareness, dan attitude berpengaruh positif dan signifikan terhadap purchase intention. Attitude secara positif dan signifikan memediasi safety ingredients dan brand awareness terhadap purchase intention. Attitude memediasi online customer review yang memiliki pengaruh positif namun tidak signifikan terhadap purchase intention. In this millennial era, the development of the cosmetic industry has become a center of attention, where the cosmetic industry is built on the basis of products and services that provide satisfaction to individuals. The purpose of this research is to examine the influence of safety ingredients, online customer review, and brand awareness on purchase intention for N’Pure products in Jabodetabek. The purposive sampling method was used by distribution it online and then analyzes using smart-pls 4.0. The results of this study indicate that safety ingredients, online customer review, brand awareness, and attitude have a positive and significant influences on purchase intention. Attitude positively and significantly mediates safety ingredients and brand awareness on purchase intention. Attitude mediates online customer reviews, which have a positive but not significant influence on purchase intention.

Religiosity and Entrepreneurial Intention: A Study of Strawberry Generation Soelaiman, Lydiawati; Saktiana, Galuh Mira
KINERJA Vol. 28 No. 2 (2024): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v28i2.8455

This research will be conducted on the Strawberry Generation, better known as Generation Z, aimed at testing religiosity on entrepreneurial intentions mediated by self-efficacy, subjective norms, attitudes, and entrepreneurial motivation. This study uses a non-probability sampling technique with a purposive sampling method, with a sample size of 207 respondents. The analysis tool that will be used is SEM AMOS 22. The influence of self-efficacy, subjective norms, and entrepreneurial attitudes as a mediation of the relationship between religiosity and the intensity of entrepreneurship in Generation Z is significant, meaning that someone religious makes Generation Z have the intention to entrepreneur because it has high self-efficacy, subjective norms and also high entrepreneurial attitudes. Entrepreneurial motivation apparently does not make a religious entrepreneur intend to have an entrepreneur for Generation Z.

Determinan Niat untuk Membeli Produk Skincare: Peran Mediasi dari Nilai yang Dipersepsikan Alvera, Tiffany; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i4.32751

Tujuan penelitian ini adalah untuk menguji pengaruh pemasaran media sosial, citra merek, E-WOM, dan nilai yang dipersepsikan pada niat untuk membeli serta pengaruh mediasi nilai yang dipersepsikan terhadap pengaruh pemasaran media sosial dan citra merek pada niat untuk membeli. Penelitian ini merupakan penelitian deskriptif kuantitatif. Data diperoleh menggunakan metode purposive sampling dengan menyebarkan Google form. Sampel penelitian ini adalah 160 individu Generasi Z (14-28 tahun) yang mengetahui merek Azarine dan berdomisili di wilayah DKI Jakarta. Data yang dianalisis menggunakan SmartPLS versi 3 menunjukkan bahwa pemasaran media sosial, citra merek, E-WOM, dan nilai yang dipersepsikan memiliki pengaruh positif signifikan pada niat untuk membeli. Nilai yang dipersepsikan ditemukan memediasi pengaruh citra merek pada niat untuk membeli secara parsial, tetapi tidak memediasi pengaruh pemasaran media sosial pada niat untuk membeli. Penelitian ini menyarankan agar Azarine lebih memfokuskan pemasarannya melalui media sosial, memperkuat citra merek, serta memanfaatkan E-WOM sebagai strategi pemasaran untuk meningkatkan niat membeli konsumen. The purpose of this study is to examine the influence of social media marketing, brand image, E-WOM, and perceived value on intention to purchase as well as the mediating influence of perceived value on the influence of social media marketing and brand image on intention to purchase. This research is quantitative descriptive. Data was obtained using a purposive sampling method by distributing a Google form. The sample for this research was 160 Generation Z individuals (14-28 years old) who recognized the Azarine brand and lived in DKI Jakarta. Data analyzed using SmartPLS version 3 shows that social media marketing, brand image, E-WOM, and perceived value have a significant positive influence on intention to purchase. Perceived value was found to partially mediate the influence of brand image on intention to purchase, but did not mediate the influence of social media marketing on intention to purchase. This research suggests that Azarine should focus more on its social media marketing, strengthen its brand image, and utilize E-WOM as a marketing strategy to increase consumer’s intention to purchase.

Factors Influencing Customers to Stay Loyal in Playing E-Sports Games in Indonesia Francois, David; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i1.32968

Penelitian ini bertujuan untuk menguji dampak E-WOM, Pengalaman Pengguna, dan Reputasi Merek terhadap Loyalitas Pelanggan di Jakarta, dengan Customer Satisfaction sebagai mediator untuk E-WOM, Pengalaman Pengguna, dan Reputasi Merek terhadap Loyalitas Pelanggan. Sampel penelitian terdiri dari 139 responden yang tinggal di Jakarta dan bermain game Mobile Legends. Data responden dikumpulkan melalui kuesioner online dengan menggunakan teknik nonprobability sampling dan convenience sampling. Data yang terkumpul dianalisis menggunakan PLS-SEM dengan bantuan perangkat lunak SmartPLS versi 3. Hasil penelitian menunjukkan bahwa E-WOM memiliki pengaruh terhadap Kepuasan Pelanggan. Pengalaman Pengguna memiliki pengaruh terhadap Kepuasan Pelanggan. Reputasi Merek memiliki pengaruh terhadap Kepuasan Pelanggan. Kepuasan Pelanggan memiliki pengaruh terhadap Loyalitas Pelanggan. E-WOM memiliki pengaruh terhadap Loyalitas Pelanggan. Pengalaman Pengguna tidak memiliki pengaruh terhadap Loyalitas Pelanggan. Reputasi Merek tidak memiliki pengaruh terhadap Loyalitas Pelanggan. E-WOM memiliki pengaruh terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Pengalaman Pengguna memiliki pengaruh terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Reputasi Merek tidak memiliki pengaruh terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Temuan penelitian ini sesuai dengan konsep Technology Acceptance Model (TAM). This study aims to examine the influence of E-WOM, User Experience, and Brand Reputation on Customer Loyalty in Jakarta. Additionally, Customer Satisfaction is considered as a mediating variable for E-WOM, User Experience, and Brand Reputation on Customer Loyalty. The sample for this research consists of 139 respondents residing in Jakarta and playing Mobile Legends. Respondent data were collected through an online questionnaire distributed on social media using non-probability and convenience sampling techniques. The collected data were processed using PLS-SEM assisted by SmartPLS version 3 software. The results obtained from this study indicate that E-WOM has an influence on Customer Satisfaction. User Experience has an influence on Customer Satisfaction. Brand Reputation has an influence on Customer Satisfaction. Customer Satisfaction has an influence on Customer Loyalty. E-WOM has an influence on Customer Loyalty. User Experience does not have an influence on Customer Loyalty. Brand Reputation does not have an influence on Customer Loyalty. E-WOM has an influence on Customer Loyalty through Customer Satisfaction. User Experience has an influence on Customer Loyalty through Customer Satisfaction. Brand Reputation does not have an influence on Customer Loyalty through Customer Satisfaction. The results of this research are consistent with the Technology Acceptance Model (TAM) theory.

Faktor – Faktor yang Memengaruhi Intensi Pembelian pada Produk Kosmetik Dear Me Beauty Witardjo, Jesselyn Angela; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i1.32986

Tujuan dari penelitian ini adalah untuk menguji pengaruh E-WOM, pemasaran media sosial, dan citra merek terhadap intensi pembelian, juga menguji peran citra merek sebagai mediasi pengaruh E-WOM dan pemasaran media sosial terhadap intensi pembelian. Metode purposive sampling digunakan untuk mengumpulkan sampel penelitian, yang terdiri dari 210 responden yang merupakan masyarakat DKI Jakarta yang mengetahui atau pernah melihat produk kosmetik Dear Me Beauty di media sosial. Aplikasi SmartPLS versi 4 digunakan untuk mengolah data menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa E-WOM, pemasaran media sosial, dan citra merek berpengaruh positif dan signifikan terhadap intensi pembelian. E-WOM dan pemasaran media sosial juga memengaruhi citra merek secara positif dan signifikan. Selanjutnya, citra merek dapat memediasi pengaruh E-WOM dan pemasaran media sosial terhadap intensi pembelian secara positif dan signifikan, maka dari itu mediasi terjadi secara parsial. The aim of this research is to examine the influence of E-WOM, social media marketing, and brand image on purchasing intentions, as well as testing the role of brand image as a mediating influence of E-WOM and social media marketing on purchasing intentions. The purposive sampling method was used to collect the research sample, which consisted of 210 respondents who were residents of DKI Jakarta who knew or had seen Dear Me Beauty cosmetic products on social media. The SmartPLS version 4 application is used to process data using the SEM-PLS method. The research results show that E-WOM, social media marketing, and brand image have a positive and significant effect on purchase intentions. E-WOM and social media marketing also influence brand image positively and significantly. Furthermore, brand image can mediate the influence of E-WOM and social media marketing on purchase intentions positively and significantly, therefore mediation occurs partially.

BRAND LOVE AS A MEDIATION OF THE INFLUENCE OF NOVELTY AND EXPERIENCE ON REVISIT INTENTION AT THE JOGJA TOURISM CITY Saktiana, Galuh Mira
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.998-1007

This study aims to test the effect of novelty and experience on the intention of visiting the Jogja tourism city. The sample was carried out by the nonprobability method, where the population was unknown. The sample size used is as many as 250 respondents with sampling techniques, namely purposive sampling with the criteria that the sample made by respondents is tourists who have visited the city of Jogja before. This study uses a questionnaire that is distributed to do the Google Form The research design used is quantitative descriptive with cross sectional design. The analysis tool used is SEM PLS. Testing the measuring instrument using the validity test, including convergent and discriminant validity, then followed by reliability testing. This research has 7 hypotheses in it and the results of this study are novelty does not affect the revisit intention the Jogja Tourism City, while 6 other hypotheses are accepted.

Faktor–Faktor yang Mempengaruhi Loyalitas Merek pada Produk Pakaian Olahraga di Jakarta Sari, Dwi Sekar; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 2 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i2.34003

Loyalitas merek dianggap sebagai elemen penting dalam mempertahankan keberlanjutan bisnis. Memahami faktor-faktor yang mempengaruhi loyalitas merek seperti pengalaman merek, persepsi kualitas dan kepercayaan merek merupakan salah satu aspek penting dalam strategi bisnis. Penelitian ini dilakukan untuk menguji pengaruh pengalaman merek, persepsi kualitas dan kepercayaan merek terhadap loyalitas merek. Populasi pada penelitian ini adalah masyarakat Jakarta yang mengetahui merek pakaian olahraga Under Armour. Metode pengambilan sampel menggunakan nonprobability sampling dengan teknik purposive sampling menggunakan kuesioner yang disebarkan secara daring dengan total responden yang terkumpul sebanyak 260 responden. Alat analisis data menggunakan SmartPLS 3.0 dengan metode PLS-SEM (Partial Square – Structural Equation Modelling). Hasil analisis menunjukkan bahwa: Pengalaman merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek. Pengalaman merek memiliki pengaruh positif dan signifikan terhadap persepsi kualitas. Pengalaman merek memiliki pengaruh positif terhadap kepercayaan merek. Persepsi kualitas memiliki pengaruh positif dan signifikan terhadap loyalitas merek. Kepercayaan merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek. Persepsi kualitas dapat memediasi pengaruh pengalaman merek terhadap loyalitas merek. Kepercayaan merek dapat memediasi pengaruh pengalaman merek terhadap loyalitas merek. Dari hasil tersebut maka dapat disimpulkan bahwa variabel pengalaman merek, persepsi kualitas dan kepercayaan merek dapat berpengaruh untuk meningkatkan loyalitas merek. Brand loyalty is considered an important element in maintaining business sustainability. Understanding the factors that influence brand loyalty such as brand experience, perceived quality and brand trust is an important aspect of business strategy. This research was conducted to examine the influence of brand experience, perceived quality and brand trust on brand loyalty. The population in this study are Jakarta residents who know the Under Armor sportswear brand. The sampling method used nonprobability sampling with a purposive sampling technique using a questionnaire distributed online with a total of 260 respondents collected. The data analysis tool uses SmartPLS 3.0 with the PLS-SEM (Partial Square - Structural Equation Modeling) method. The analysis results show that: Brand experience has a positive and significant influence on brand loyalty. Brand experience has a positive and significant influence on perceived quality. Brand experience has a positive influence on brand trust. Perceived quality has a positive and significant influence on brand loyalty. Brand trust has a positive and significant influence on brand loyalty. Perceived quality can mediate the influence of brand experience on brand loyalty. Brand trust can mediate the influence of brand experience on brand loyalty. From these results it can be concluded that the variables of brand experience, perceived quality and brand trust can have an effect on increasing brand loyalty.

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