ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

Elia Ardyan (Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah)
Heny Kurnianingsih (Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah)
Ginanjar Rahmawan (Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah)
Utomo Wibisono (Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah)
Winata Winata (Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah)

Jurnal Manajemen dan Kewirausahaan
Vol. 18 No. 1 (2016): MARCH 2016

Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1) Brand experience influenced brand trust positively and significantly; (2) The trust against a brand loyalty affect brand positively and significantly; (3) Brand experience have positive and significant effect on emotional attachment; (4) Emotional attachment affects brand trust positively and significantly; (5) Brand trust have the influence of brand loyalty positively but not significant.