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

Content Provider	Semantic Scholar
Author	Saragih, Megasari Gusandra Surya, Elfitra Desy Sri Rahayu Harianto, Harianto Harahap, R. Hamdani Widodo, Slamet
Copyright Year	2019
Abstract	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.
Starting Page	139
Ending Page	148
Page Count	10
File Format	PDF HTM / HTML
DOI	10.32535/jicp.v2i3.655
Volume Number	2
Alternate Webpage(s)	http://ejournal.aibpm.org/index.php/JICP/article/download/655/643
Alternate Webpage(s)	https://doi.org/10.32535/jicp.v2i3.655
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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