Prediksi Brand Experience Dan Perceived Quality Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi
| Main Authors: | Winnie, Winnie, Keni, Keni |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Subjects: | |
| Online Access: |
http://repository.untar.ac.id/13497/1/buktipenelitian_10199028_5A163237.pdf http://repository.untar.ac.id/13497/ |
Daftar Isi:
- The purpose of this research is to examine whether 1) brand experience can predict brand loyalty. 2) perceived quality can predict brand loyalty. 3) brand experience can predict brand trust. 4) brand trust can predict brand loyalty. 5) brand trust mediates the prediction brand experience on brand loyalty. Sample was selected using convenience sampling method amounted to 150 respondents. The result of this study show that brand experience has significant effect to predict brand loyalty, brand experience has significant effect to predict brand trust, perceived quality and brand trust have significant effect to predict brand loyalty, and brand trust mediates the prediction of brand experience on brand loyalty.