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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Shafaratin Nurul Hasanah
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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The Role of Brand Trust in Mediation of Brand Experience and Brand Image on Brand Loyalty (Case Study on XL Card Users in Malang City) Shafaratin Nurul Hasanah; Siti Asiyah; Dwiyani Sudaryanti
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 5, No 1 (2022): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i1.3929

Abstract

This study aims to analyze the role of brand trust in mediating brand experience and brand image on brand loyalty . The population of this research is XL card users in Malang City. In this study, the sampling technique used non-probability sampling so that 130 respondents were determined. The data analysis method is descriptive quantitative. Quantitative analysis was performed using SmartPLS. In this study, the results showed that brand experience and brand image had a significant effect on brand trust, brand trust had an effect on brand loyalty, brand experience had an effect on brand loyalty, while brand image had no effect on brand loyalty. Brand trust is able to mediate the effect of brand experience and brand image on brand loyalty
Co-Authors Dwiyani Sudaryanti Ronny Malavia Mardani Siti Asiyah