Brand Experience towards Brand Loyalty with Brand Trust as Mediation variable

Abstract

This paper aims to determine the effect of the Samsung Smartphone brand experience on brand loyalty by using brand trust as a mediating variable in Banyumas Regency. Manufacturers are required to have a plan to create consumer-brand relationships because it becomes the focus of branding theory in recent years. The research data will be analyzed by SEM AMOS using random sampling. The results of this study are expected to give practical and theoretical implications for the field of management, particularly those three variables that examined in the study.

Keywords: Brand Experience, Brand Trust, Brand Loyalty