Open AccessThe impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust
Author(s) -
Ria Maharani Ridhwan,
Wahdiyat Moko,
Djumilah Hadiwidjojo
Publication year - 2021
Publication title -
international journal of research in business and social science
Language(s) - English
Resource type - Journals
ISSN - 2147-4478
DOI - 10.20525/ijrbs.v10i3.1154
Subject(s) - brand loyalty , advertising , nonprobability sampling , brand awareness , population , psychology , intervening variable , brand management , brand experience , sample (material) , brand equity , variables , business , marketing , mathematics , sociology , statistics , product management , new product development , chemistry , demography , chromatography
This study aims to examine the problem of the effect of e-brand experience on e-brand loyalty that mediated by e-brand love and e-brand trust (a study of go-pay users in the Go-Jek application in Malang). This research used one independent variable that is e-brand experience, the variable e-brand trust and e-brand love as a mediating variable, and the variable e-brand loyalty as the dependent variable. This research uses non-probability purposive sampling. The population in this research was all Go-Pay users in the Go-Jek application in Malang City. The sample is 130 respondents based on the specified criteria. Analysis of research data using SEM PLS. Based on the analysis conducted in this research show that e-brand experience did not have a significant effect on e-brand loyalty directly, whereas if it mediated by e-brand trust and e-brand love so the relationship between e-brand experience and e-brand loyalty becomes significant.