Open AccessThe Influence of Brand Trust, Brand Familiarity, and Brand Experience on Brand Attachments
Author(s) -
Dede Barijan,
Endah Pri Ariningsih,
Fitri Rahmawati
Publication year - 2021
Publication title -
journal of digital marketing and halal industry
Language(s) - English
Resource type - Journals
eISSN - 2716-4802
pISSN - 2716-4810
DOI - 10.21580/jdmhi.2021.3.1.7440
Subject(s) - brand awareness , brand management , nonprobability sampling , likert scale , advertising , brand experience , business , brand equity , brand extension , corporate branding , marketing , automotive industry , psychology , new product development , engineering , product management , population , developmental psychology , demography , sociology , aerospace engineering
The development of technology in the automotive world today has progressed very rapidly. Thus, automotive companies must compete in winning market share in Indonesia. Business competition brings companies competing to produce products that consumers need and want. This study aims to determine the effect of brand trust on brand attachment, brand familiarity on brand attachment, and brand experience on brand attachment. Sampling using a purposive sampling technique. The data collection instrument used a questionnaire with a Likert scale. The questionnaire has been tested and has met the validity and reliability requirements. Data analysis was performed using multiple linear regression analysis. The results of data analysis show that brand trust has a positive effect on brand attachment, brand familiarity has a positive effect on brand attachment, and brand experience has a positive effect on brand attachment. Thus it can be concluded that brand trust, brand familiarity, and brand experience significantly influence brand attachment partially.