Abstract
In this modern age, people are required to have a high social mobility. The increasing number of private cars is resulted from the growing number of middle class in Indonesia. The main focus of this study was to analyze the effect of brand experience, brand satisfaction, brand trust towards brand attachment. this research is classified as descriptive analysis method to take samples and questionnaire as the main tool. The sample was 150 BMW users, especially those who have a BMW car in Jakarta. Respondents were selected using non probability sampling techniques and sampling convince. The results of analysis using structural equation model (SEM) found evidence for following relationships: brand experience significant positive effect on brand satisfaction, but it is not significant on brand trust. It has also found that brand satisfaction has significant positive effect on brand trust and brand attachment. However, brand satisfaction is found not having significant positive effect on brand attachment.
Highlights
In this modern era, humans are expected to have high social mobility
Social mobility can be defined as change, shift, improvement, or lowering of their role as member
BMW car can still be classified as CBU product
Summary
Humans are expected to have high social mobility. Social mobility can be defined as change, shift, improvement, or lowering of their role as member. Conceptual Framework and Hyphothesis Development The overall model of the research tries to give understanding on the relationship between the constructs investigated namely: brand experience, brand satisfaction, brand tryst and brand attachment (Figure 1) Positive brand experience happens when net value of good interaction with brand exceeding negative value (Chinomona, 2013). This is perceived net value leads to brand satisfaction. H4: Brand satisfaction has positive influence on brand attachment Consumers who believe in brand are ready to increase and maintain affective attachment with the brand that has made them satisfied. The higher the trust level of the brand, the more it is expected to cause strong brand attachment
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