Analysis Of Brand Experience And Brand Satisfaction With Brand Loyalty Through Brand Trust As A Variable Mediation | Zendy

Megasari Gusandra Saragih | Zendy; Elfitra Desy Surya | Zendy; Sri Rahayu | Zendy; Harianto Harianto | Zendy; Ramadhan Harahap | Zendy; Slamet Widodo | Zendy

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Analysis Of Brand Experience And Brand Satisfaction With Brand Loyalty Through Brand Trust As A Variable Mediation

Author(s) -

Megasari Gusandra Saragih,

Elfitra Desy Surya,

Sri Rahayu,

Harianto Harianto,

Ramadhan Harahap,

Slamet Widodo

Publication year - 2019

Publication title -

journal of international conference proceedings

Language(s) - English

Resource type - Journals

eISSN - 2622-0989

pISSN - 2621-993X

DOI - 10.32535/jicp.v2i3.655

Subject(s) - nonprobability sampling , mediation , brand loyalty , structural equation modeling , advertising , brand management , brand awareness , business , brand experience , brand extension , loyalty , brand equity , psychology , marketing , mathematics , population , sociology , statistics , product management , social science , new product development , demography

This research examines the influence of brand experience and brand satisfaction of brand loyalty with brand trust as intervening variable. The samples used in this study were 130 respondents who were Honda motorcycle customers in Medan city. Nonprobability sampling Technique by purposive sampling method is used as a sampling technique. The analysis method is Structural Equation Modeling (SEM) using the AMOS-20 (Analysis of Moment Structure) device. It was found that brand experience and brand Trust have significant effect on brand trust and brand loyalty. Brand Trust is a significant effect on brand loyalty. Brand Trust is a partial mediation the influence of brand experience and brand trust of brand loyalty.

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