Abstract
This study examined the influence of brand communication and experience on brand satisfaction, trust and loyalty. The sample of this study was customer of “Inul Vista Karaoke” in Semarang, Central Java, Indonesia. 220 questionnaires were distributed with 95,91% response rate. The data were analyzed using Partial Least Square (PLS). The results reveal that: a) brand communication and experience have a positive effect on brand satisfaction and trust. b) Brand communication is not direct effect on brand loyalty but brand experience is. c). Brand satisfaction and trust shows partially mediates beetwen brand experience and loyalty, and fully mediates beetwen brand communication and loyalty. The findings offer insight for Inul Vista Karaoke to increase loyalty must to be more increase brand experience than brand communication.
Highlights
In Indonesia many emerging karaoke entertainment service businesses
The study shows that brand communication has positive direct effects on brand satisfaction and trust
Instead of brand communication is no direct influence on brand loyalty, but brand communication can indirectly influence on brand loyalty through brand satisfaction and trust
Summary
In Indonesia many emerging karaoke entertainment service businesses. Many stand karaoke places that do not provide services in accordance with the expectations of consumers. Satisfaction and trust the brand becomes an important mediator between communication and brand experience with the brand loyalty. This study is an empirical study focuses on how to build the consumer-brand relationship of the experience factor and brand communications from the customer perspective Inul Vista karaoke in Semarang, Central Java, Indonesia. LITERATURE REVIEW AND RESEARCH HYPOTHESES Brand satisfaction and brand trust is a construction which is very important in the relationship between brand communication, experience and loyalty in a relational context. Brand communication and experience influence trust and satisfaction and at future consumer loyalty.
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