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All Journal JRB-Jurnal Riset Bisnis
Erris Dwiki Mahardika
Universitas Prasetiya Mulya
Economics, Econometrics & Finance

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Experience, Engagement and Trust Effects towards Brand Loyalty Amelia Saraswati; Erris Dwiki Mahardika; Gian Pradipta Hadisoebrotot; Patrick Armando Jonathan
Jurnal Riset Bisnis Vol. 7 No. 2 (2024): April
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pancasila Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35814/jrb.v7i2.4578

Abstract

This research adds to the existing correlation by elucidating and substantiating the impact of brand trust on brand loyalty and examining the relationship between brand experience factors towards customer engagement on brand loyalty. Data were gathered via online surveys and a descriptive quantitative design from respondents who had previously purchased fashion brands. To verify the hypotheses, a structured modeling technique was employed. The findings showed a wide range of substantial positive connections between brand experience on consumer engagement and brand loyalty. Brand trust is also influenced by brand loyalty. It is anticipated that it would give management vital data and practical insights into consumers' purchase behavior, which will help clothing companies sustain.
Co-Authors Amelia Saraswati Gian Pradipta Hadisoebrotot Patrick Armando Jonathan