ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY
| Main Authors: | Ardyan, Elia, Kurnianingsih, Heny, Rahmawan, Ginanjar, Wibisono, Utomo, Winata, Winata |
|---|---|
| Format: | Article info 0 eJournal |
| Bahasa: | eng |
| Terbitan: |
Management Study Program, Faculty of Business and Economics, Petra Christian University
, 2016
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| Subjects: | |
| Online Access: |
https://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19631 https://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19631/18976 |
Daftar Isi:
- Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1) Brand experience influenced brand trust positively and significantly; (2) The trust against a brand loyalty affect brand positively and significantly; (3) Brand experience have positive and significant effect on emotional attachment; (4) Emotional attachment affects brand trust positively and significantly; (5) Brand trust have the influence of brand loyalty positively but not significant.