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All Journal Jurnal Manajemen dan Kewirausahaan
Heny Kurnianingsih
Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah
Economics, Econometrics & Finance

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ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY Elia Ardyan; Heny Kurnianingsih; Ginanjar Rahmawan; Utomo Wibisono; Winata Winata
Jurnal Manajemen dan Kewirausahaan Vol. 18 No. 1 (2016): MARCH 2016
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (522.385 KB) | DOI: 10.9744/jmk.18.1.33-44

Abstract

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.
Co-Authors Elia Ardyan Ginanjar Rahmawan Utomo Wibisono Winata Winata