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All Journal Asian Journal of Social and Humanities
Angeline, Gabriela
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Decision Sciences, Operations Research & Management Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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The Influence of Brand Experience and Perception Quality on Brand Loyalty Mediated by Brand Trust (Empirical Study: Mixue Consumers in Jakarta) Angeline, Gabriela
Asian Journal of Social and Humanities Vol. 2 No. 03 (2023): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v2i03.150

Abstract

The purpose of this study was to analyze the effect of brand experience and perceived quality on brand loyalty mediated by brand trust (Empirical Study: Mixed Consumers in Jakarta). This research is a type of quantitative research by collecting data from 127 respondents using a questionnaire distributed online with a Likert scale. Data analysis using PLS-SEM with SmartPLS 3.0 software. The research results obtained from this study are brand experience has a significant effect on brand loyalty. Other results prove that perceived quality has a significant effect on brand loyalty, brand experience has a significant effect on brand trust, perceived quality has a significant effect on brand trust and brand trust has a significant effect on brand loyalty.
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