PENGARUH BRAND CHARACTERISTIC TERHADAP BRAND LOYALTY DIMEDIASI OLEH BRAND TRUST DAN BRAND AFFECT

Mely Rahmawati, Sri Murni Setyawati, Nur Choirul Afif

Abstract


Tujuan penelitian adalah menganalisis pengaruh brand characteristic terhadap brand trust, pengaruh brand characteristic terhadap brand affect, pengaruh brand characteristic terhadap brand loyalty, pengaruh brand trust terhadap brand loyalty, pengaruh brand affect terhadap brand loyalty, mediasi brand trust pada pengaruh brand characteristic terhadap brand loyalty dan mediasi brand affect pada pengaruh brand characteristic terhadap brand loyalty. Penelitian ini adalah penelitian kuantitatif dan diklasifikasikan dalam penelitian asosiatif. Data yang digunakan adalah data primer yang diperoleh dari kuisioner yang dibagikan kepada 125 pengunjung. Owabong sebagai responden. Metode pengambilan sampel yang digunakan adalah purposive sampling. Dalam penelitian ini, data primer diperoleh langsung dari jawaban responden melalui kuesioner. Data hasil penelitian kemudian dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa: brand characteristic berpengaruh terhadap brand trust, brand characteristic berpengaruh terhadap brand affect, brand characteristic berpengaruh terhadap brand loyalty, brand trust berpengaruh terhadap brand loyalty, brand affect berpengaruh terhadap brand loyalty, brand trust memediasi pengaruh brand characteristic terhadap brand loyalty, brand affect memediasi pengaruh brand characteristic terhadap brand loyalty.

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