Pengaruh Kepercayaan, Kecintaan dan Keterikatan Emosional pada Loyalitas Merek

Arthur Sitaniapessy (Politeknik Negeri Ambon, Maluku, Indonesia)
Zany Irayati Aunalal (Politeknik Negeri Ambon, Maluku, Indonesia)
Harry A. P. Sitaniapessy (Politeknik Negeri Ambon, Maluku, Indonesia)

Journal of Business Application
Vol. 4 No. 2 (2025): Journal of Business Application

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.