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The aim of this study is to investigate the effects of brand experience and brand trust to enhancing brand commitment and brand loyalty. The data of the study collected by survey method. The sample in this research is the students from three cities in Indonesia as Yogyakarta, Semarang and Jakarta. The analysis of this research uses SEM. The results of testing four hypotheses of the study as significant. Brand experience support to brand commitment. Brand trust support to brand commitment. Brand commitment support on brand loyalty. The unit analysis is also a less in this study due to the current laptop products are no longer a luxury product but they shifts as commodity that are commonly used by university students. Corresponding author: Nuryakin Email addresses for corresponding author: nuryakin@umy.ac,id First submission received: 23rd August 2017 Revised submission received: 6th February 2018 Accepted: 27th February 2018 Introduction Brand is an important asset of a business and it can be a relationship of business and consumers. Brand is a description of product and service type to business offering. The previous study describe brand reputation will be effect on performance both in financial and nonfinancial performance, the actually makes the important of brand management (Abimbola & Kocak, 2007). A high tech product is considered not to be able to create a significant different compared to competitors because consumers are experiencing shifts of need and wants at present (Ferrinadewi, 2008). The shifting need and want of consumer demands marketers to create a product that is able to provide value functionally, emotionally and expressively. Brand commitments define a consumer act of repossessing a brand that is creating suitability to need and desire. A brand of laptop product will be successful if it maintains brand positioning that will be associated as a good brand. A brand has inherent brand image among the public, always initiate the digital age with technology innovations keeping up with development of the era, offering high quality product, attractive product design and implement differentiation and diversification of products, set varied and affordable prices. Types of consumers should be understood in order to create brand commitment. Tanford, Raab, and Kim (2011) asserts brand commitment can be grouped into two types, namely affective commitment and value commitment. The value commitment tends to be more sensitivity to price and indicates low involvement of consumer, while affective commitment had higher tendency toward product and price differentiation and high involvement. The study of brand experience will be interesting because there are contradictory results the role of brand experience to brand commitment as expressed Delgado-Ballester and Aleman (2001). Furthermore, Delgado-Ballester and Aleman (2001) explain that trust is a mediating variable of relationship between satisfaction and commitment, which means that marketers must create consumer Journal of Business and Retail Management Research (JBRMR), Vol. 12 Issue 3 April 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 271 involvement with brand by providing an enjoyable experience so that frequency of interaction with the brand will long runs. Finally, it will be create confidence in quality, reputation and convenience in using the product brand. Brand experience is conceptualized as sensation, feeling, cognition, and behavioral responses induced by stimuli related to a brand that is part of the brand such as he design and identity, packaging, communication, and the environment (Brakus, Schmitt, & Zarantonello, 2009). The business competition process is increasingly sharpening, consumer preferences and behavior change; information technology develops rapidly in business to focus on higher response to customer satisfaction (Nuryakin & Farida, 2016). Brand competition of PC today is increasingly competitive, manufacturers are trying to meet needs and wants of consumers by offering a variety of products with a lot of choices based on specifications, color, size and price. An increasingly greater bargaining power of consumer encourages every company to put its orientation on customer satisfaction as their primary goal. Type or brand is a name of a product released by a company. Laptops such as HP, Compaq, Lenovo, Sony Vaio, Dell, Apple, Asus, Axio, Acer, Samsung and Toshiba are some brands with quality and good name in development laptop products. Brand trust is dominant factors to a role and enhance of consumer loyalty with a specific brand. According to Ferrinadewi (2008) consumer’s trust to a brand can be obtained product if a marketer create and maintenance a positive emotional relationship with consumer. If consumers possessed an positive on a brand , so their tendency to be satisfied with the brand turns on the purchase repeated (Nuryakin & Farida, 2016). This positive emotional relationship should be long term develop, but it should be consistently and persistently. Marketers must be able to create consumer trust in a brand to create loyalty, because consumer loyalty to a brand cannot be descript without consumer’s trust in the brand. Based on the background to the research, this study is to examine mediating effect of brand commitment to enhance brand experience and brand loyalty. The aim of this study is to investigate the effects of brand experience and brand trust to enhancing brand commitment and brand loyalty. Literature Review Brand experience Brand experience can define personal activities to response a product or service. The partial experience involves is all individual activities. For example, a marketers need to develop and control environment situation for customer and what the achieve customer activities. In generally study, the experience is not generated on personality but it is persuade, psychologically. We explain experience is something that had happened unintentional. Brand experiential can explain on ten involve elements of sensory, emotional, cognitive, behavioral and relational values and a functional value. In this study, brand only a intangible activities, but also tangible (Schmitt, 1999). The concept of brand experiences can reflect an affective, cognition, and behavioral response and supporting on brand associated with in a design, brand identity, labelling, communication, and environment (Brakus et al., 2009). Brand experience emphasizes experiences of customers subjectively (Brakus et al., 2009), while emotional attachment to brands explains emotional attachment of customers. There has only research combining these two concepts in a more comprehensive model to explain consumer brand loyalty. Brand Commitment Morgan and Hunt (1994) Defines commitment as "an enduring desire to maintain a value of relationship. Delgado-Ballester and Aleman (2001) States that trust is a variable mediating relationship between satisfaction and commitment. More there, the meaning that if level of satisfaction with a brand cannot make a consumer to be committed directly to use the brand, but commitment can through a high level trust based on experience while using the branded product. The high level of brand satisfaction and accompanied by trust of the consumer in the brand it will encourage people to a commitment. Hess and Story (2005) Investigate a correlation of consumer satisfaction and commitment in retail services. The research shown if consumers’ satisfaction exceeded their expectations, they will have a repeat buying. Customer satisfaction is not enough, but the level of consumer trust in a brand will establish a commitment to the brand friendly. Customer satisfaction exceeds expectation; it creates a construct of trust in quality of service perceived. Sahin, Zehir, and Kitapçı (2011) Investigates brand trust, brand experience and brand Journal of Business and Retail Management Research (JBRMR), Vol. 12 Issue 3 April 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 272 satisfaction to enhance brand loyalty. Eric Aysel, Sevtap, Candan, and Hatice (2012) argued that a brand satisfaction and brand trust is a reflect on affective commitment. The affective commitment is presented a repurchase intention and loyalty. However, direct effect of commitment on the repurchase intention to achieve brand loyalty not supported. Furthermore, Sahin, Kitapci, and Zehir (2013) investigate a brand trust is a mediating variable of relationship between satisfaction and commitment. The results of this study indicated that the higher satisfaction of a partial will shape trust to enhance commitment.

A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia