Open AccessANTESEDEN DAN KONSEKUENSI DARI BRAND TRUST PADA PELANGGAN PUSAT KESEHATAN MASYARAKAT DI PAPANGGO II
Author(s) -
Irena Paska
Publication year - 2015
Publication title -
jurnal manajemen dan pemasaran jasa
Language(s) - English
Resource type - Journals
eISSN - 2442-9732
pISSN - 0216-3780
DOI - 10.25105/jmpj.v8i1.1404
Subject(s) - psychology , research data , structural equation modeling , business , statistics , mathematics , computer science , world wide web , data curation
The background of this research refers to a previous study conducted by Kemp et al., (2012). Theobjectives of this research was to determine whether the Brand Trust has an influence on theAffective Commitment and Affective Commitment to Brand Advocacy on public health services.The design of this research applies primary data obtained by distributing questionnaires directlyto the 200 users of health services in a community health center in Jakarta. Data analysis used inthis research was Structural Equation Model (SEM). The results of this research conclude thatthere is a positive influence on Brand Trust Affective commitment. There is a positive influenceaffective commitment to Brand Advocacy.Keywords : Brand trust, Affective Commitment, Brand Advocacy