Open AccessAnalysis of Brand Communication and Brand Image Impact on Brand Loyalty with Brand Trust as Intervening Variables
Author(s) -
Achmad Junaidi,
Selvia Hendrayati,
Yoga Nindhita,
Oki hardiyanti Rukmana Sari
Publication year - 2020
Publication title -
deleted journal
Language(s) - English
Resource type - Journals
ISSN - 2502-1451
DOI - 10.15294/maj.v9i4.41931
Subject(s) - sobel test , advertising , brand loyalty , moderation , brand image , brand awareness , psychology , population , variables , brand extension , business , mathematics , social psychology , statistics , sociology , demography , self esteem
This study aims to determine the impact of brand communication and brand image on brand loyalty both directly and through brand trust. This research was conducted in the city of Semarang, and as a population are consumers of Crocodile Junior products in Paragon Mall Semarang. The sample used amounted to 100. Data collection techniques using accidential sampling. Primary data in this study were obtained from the distribution of closed question questionnaires. Data analysis techniques used multiple linear regression analysis with the application of SPSS 24. The results showed that the brand communication variable significantly influenced the brand image with a significance of 0,000 z score 1.96. Besides, brand trust can be a moderating variable between brand communication and brand loyalty with z sobel 3,813> z score 1.96. Brand trust can be a moderating variable between brand image and brand loyalty with z sobel 7,365> z score 1.96.