The Effect Of Brand Experience And Familiarity On Brand Attachment With Brand Trust As a Variable Mediation On The Brand Ms Glow

Dewi Wahyuni, Pramono Hari Adi, Nur Choirul Afif


This study aims to determine the effect of Brand Experience on Brand Attachment, the effect of Brand Familiarity on Brand Attachment, the effect of Brand Trust on Brand Attachment, the influence of Brand Trust mediation in mediating the influence of Brand Experience on Brand Attachment. The data used is primary data obtained from questionnaires distributed to 100 skin care users Ms Glow in purwokerto. The research data were then analyzed using the data analysis tool in this study using SPSS version 20 software. The analytical method used was descriptive analysis method and linear regression. The results showed that: 1) Brand experience had a significant effect on Brand attachment, 2) Brand familiarity had an effect on significant effect on Brand attachment 3) Brand trust has a significant effect on Brand attachment, 4) Brand trust mediates the effect of Brand experience on Brand attachment

Keywords: Brand Experience,Brand Familiarity,Brand Trust,Brand Attachment.

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