Asian Journal of Social and Humanities
Vol. 2 No. 03 (2023): Asian Journal of Social and Humanities

The Influence of Brand Experience and Perception Quality on Brand Loyalty Mediated by Brand Trust (Empirical Study: Mixue Consumers in Jakarta)

Gabriela Angeline (Universitas Bunda Mulia Jakarta, Indonesia)

Article Info

Publish Date
22 Dec 2023

Abstract

The purpose of this study was to analyze the effect of brand experience and perceived quality on brand loyalty mediated by brand trust (Empirical Study: Mixed Consumers in Jakarta). This research is a type of quantitative research by collecting data from 127 respondents using a questionnaire distributed online with a Likert scale. Data analysis using PLS-SEM with SmartPLS 3.0 software. The research results obtained from this study are brand experience has a significant effect on brand loyalty. Other results prove that perceived quality has a significant effect on brand loyalty, brand experience has a significant effect on brand trust, perceived quality has a significant effect on brand trust and brand trust has a significant effect on brand loyalty.

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Journal Info
Asian Journal of Social and Humanities
Website

Abbrev

jsh

Publisher

Pelopor Publikasi Akademika

Subject

Decision Sciences, Operations Research & Management Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

Asian Journal of Social and Humanities is a scientific journal in the form of research and can be accessed openly. This journal is published once bimonthly by Beritrust Publisher. Asian Journal of Social and Humanities provides a means for ongoing discussion of relevant issues that fall within the ...