Journal of Business Application
Vol. 1 No. 2 (2022): Journal of Business Application

Pengaruh Kepercayaan, Kecintaan dan Keterikatan Emosional pada Loyalitas Merek

Sitaniapessy, Arthur (Unknown)
Aunalal, Zany Irayati (Unknown)
Sitaniapessy, Harry Anthony Pierre (Unknown)

Article Info

Publish Date
24 Jun 2023

Abstract

This study aims to examine the effect of brand trust, brand love, and brand emotional attachment on brand loyalty. Respondents in this study are customers who own and use OPPO brand Smartphones in Ambon City. This research uses multiple regression analyses and validity and reliability tests to test research instruments. The results showed that the three hypotheses proposed were accepted, which means that brand trust, brand love, and emotional brand attachment affect brand loyalty.

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Journal Info
Journal of Business Application
Website

Abbrev

jba

Publisher

Universitas Dr. Djar Wattiheluw

Subject

Economics, Econometrics & Finance

Description

The focus and scope of the article consists of Business Application; Business Policy Business Education Financial Management Human Resource Management Marketing Management Operational Management Strategic Management Corporate Governance SMEs and Corporation Leadership Management Management Theories ...