Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust

Annisa Marliawati,Dwi Cahyaningdyah

doi:10.15294/maj.v9i2.36945

Abstract

This study is to examine the effect of brand experience and brand image on brand loyalty through brand trust. The population of this study is Ijjah_Collection customer via Shopee in Indonesia. The sample of this study consisted of 116 respondents using non-probability method. The method of collecting the data used questionnaire roomates then Analyzed using path analysis with IBM SPSS Statistics 22 program. The results of this study Showed: (1) brand experience has a positive and significant effect on brand loyalty, (2) brand image has a positive effect, but is not significant on brand loyalty, (3) brand experience has a positive effect and signficant on brand loyalty through brand trust, (4) brand image has a positive and significant effect on brand loyalty through brand trust, (5) brand trust has a positive and significant effect on brand loyalty.

Highlights

This study is expected to obtain answers to questions about how much the strength of the brand experience and brand image to increase brand loyalty through brand trust in the era of globalization, as a result, can be used by shop Ijjah Collection to enhance brand loyalty of its customers through confidence in the brand with the hope to increase online sales on products via Shopee Ijjah Collection hijab in Indonesia
Customers can experience a good brand of service and quality of its products as well as the main concern is not to make the customer disappointed. trust a brand must have. This has the support of the research results Ratnawati and Sustainable (2018) that said brand trust can become an intervening variable between brand experience with brand loyalty, meaning that the higher the positive experience of the brand, it will further add to the high confidence of customers to the brand, and it will impact on the high brand loyalty
This study shows that, given the brand experience for customers classified as good Ijjah Collection the ministry before sale to after sale, good product good in terms of quality, product design, and packaging as well as the quality of advertising or promotion, so as to create brand trust will result in increased brand loyalty

Summary

Introduction

This study is expected to obtain answers to questions about how much the strength of the brand experience and brand image to increase brand loyalty through brand trust in the era of globalization, as a result, can be used by shop Ijjah Collection to enhance brand loyalty of its customers through confidence in the brand with the hope to increase online sales on products via Shopee Ijjah Collection hijab in Indonesia. These results prove that the increase in brand image does not have a major impact in creating brand loyalty of customers to always buy and support the hijab Ijjah Collection because its value is not significant.

Results

Conclusion