Prediksi Brand Experience Dan Brand Image Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi

Christopher Edbert Ang (Universitas Tarumanagara)
Keni Keni (Universitas Tarumanagara)

Jurnal Manajerial Dan Kewirausahaan
Vol 3, No 1 (2021): Jurnal Manajerial dan Kewirausahaan

The purpose of this study is to examine whether 1) Brand experience and brand image can predict brand loyalty of Adidas shoes in Jakarta. 2) brand experience and brand image can predict brand trust of Adidas shoes in Jakarta. 3) brand trust can predict brand loyalty of Adidas shoes in Jakarta. 4) brand trust mediates the prediction brand experience and brand image on brand loyalty of Adidas shoes in Jakarta. The sample in this study was 150 respondents in Jakarta who was selected by using the convenience sampling method. The result of this study show that 1) brand experience can positively predict the brand loyalty of Adidas shoes in Jakarta. While brand image cannot positively predict Adidas shoes in Jakarta. 2) Brand experience and brand image can positively predict brand trust of Adidas shoes in Jakarta. 3) Brand trust can positively predict the brand loyalty of Adidas shoes in Jakarta. 4) Brand trust can positively mediate brand experience on brand loyalty of Adidas shoes in Jakarta. While brand trust cannot positively mediate brand image on brand loyalty of Adidas shoes in Jakarta.Penelitian ini bertujuan untuk untuk menguji apakah 1) brand experience dan brand image dapat memprediksi brand loyalty sepatu Adidas di Jakarta. 2) brand experience dan brand image dapat memprediksi brand trust sepatu Adidas di Jakarta. 3) brand trust dapat memprediksi brand loyalty sepatu Adidas di Jakarta. 4) brand trust memediasi prediksi brand experience dan brand image terhadap brand loyalty sepatu Adidas di Jakarta. Sampel pada penelitian ini berjumlah 150 responden di Jakarta yang dipilih menggunakan metode convenience sampling. Penelitian ini memperoleh hasil berupa 1) brand experience dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. Sementara brand image tidak dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. 2) brand experience dan brand image dapat memprediksi secara positif terhadap brand trust sepatu Adidas di Jakarta. 3) brand trust dapat memprediksi secara positif terhadap brand loyalty sepatu Adidas di Jakarta. 4) brand trust dapat memediasi prediksi secara positif brand experience terhadap brand loyalty sepatu Adidas di Jakarta, sedangkan brand trust tidak dapat memediasi prediksi secara positif brand image terhadap brand loyalty sepatu Adidas di Jakarta.