Abstract
This study aims to determine the impact of brand communication and brand image on brand loyalty both directly and through brand trust. This research was conducted in the city of Semarang, and as a population are consumers of Crocodile Junior products in Paragon Mall Semarang. The sample used amounted to 100. Data collection techniques using accidential sampling. Primary data in this study were obtained from the distribution of closed question questionnaires. Data analysis techniques used multiple linear regression analysis with the application of SPSS 24. The results showed that the brand communication variable significantly influenced the brand image with a significance of 0,000 <0.05. Brand pronunciation has a significant effect on brand trust with a significance of 0,000 <0.05. Brand image has a significant effect on brand trust with a significance of 0,000 <0.05. Brand trust has a significant effect on brand loyalty with a significance of 0,000 <0.05. Based on the sobel test, the brand image variable can be a moderating variable between brand communication and brand trust with z sobel 6.778> z score 1.96. Besides, brand trust can be a moderating variable between brand communication and brand loyalty with z sobel 3,813> z score 1.96. Brand trust can be a moderating variable between brand image and brand loyalty with z sobel 7,365> z score 1.96.
Highlights
The crocodile brand is a brand that is already very well known in the community
3) Brand image has a significant effect on brand trust
4) Brand trust has a significant effect on brand loyalty
Summary
The crocodile brand is a brand that is already very well known in the community. Because this brand provides good quality to its consumers, so consumers are satisfied with what is provided by this Crocodile brand. From a consumer’s perspective, a trusted brand is a guarantee of the consistency of the performance of a product so that consumers can feel the benefits provided. To achieve this, it can be done by providing the best products and services, so as to create customer loyalty to the brand. Brand trust develops because there are positive beliefs about consumer expectations of organizational behavior and the performance of a product brand. In Geçti and Zengin (2013) brand trust is an important mediating factor in customer behavior before and after product purchase; and that leads to long-term loyalty and strengthens the relationship between the two parties. With the emergence of trust in a brand, it will strengthen repeat buying behavior by consumers and lead to purchase loyalty in the future (Delgado-Ballester et al, 2003). from this explanation, it can be stated a hypothesis: H4: Brand trust has a significant effect on brand loyalty
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