THE ROLE OF BRAND LOVE AS MEDIATION FACTOR TOWARD CUSTOMER LOYALTY

Yusniar Yusniar (Department of Management, Faculty of Economics, Syiah Kuala University, and Student at Doctoral Program in Management, Syiah Kuala University Darussalam, Banda Aceh, 23111, Indonesia)
Jasman J Ma'ruf
Sulaiman Sulaiman
Permana Honeyta Lubis

Aceh International Journal of Social Science
Volume 4 Number 1, June 2015

The purpose of this research is to explain the effect either directly or indirectly directly from the brand love mediation variables on the relationship of brand trust variables consisting of Brand Excellence, Brand Strength and Brand Uniqueness on Brand Loyalty to Car customers in Aceh. Method data collection used is to spread the questionnaire to as many as 400 respondents, with sampling technique that is Purposive Random Sampling Based on result of data analysis, hence can be concluded that variable of brand image proved to have partially and simultaneous, positive and significant influence to brand love. This condition means that the better image of mrek will affect the increasing of brand love to car customers in Aceh. Keywords: Brand Image, Brand Love, Brand loyalty