PERAN MEDIASI CITRA MEREK DAN KEPERAYAAN MEREK PADA PENGARUH IDENTITAS MEREK TERHADAP LOYALITAS (Studi Kasus pada Motor Yamaha )

Abstract

The purpose of this study was to determine the role of mediation between brand image and brand trust on the influence of Brand Identity on Brand Loyalty for Yamaha Motorcycles. The data collection method in this research is using the communication method. Therefore, the online questionnaire was distributed through Google Docs as many as 142 respondents who owned Yamaha motorbikes. The procedure used for model testing and data processing is the structural equation model (Structural Equation Model) using WarpPLS 6.0. The conclusion obtained shows that Brand Identity has a positive and significant effect on Brand Image, Brand Identity has a positive and significant effect both directly and indirectly on Brand Trust, Brand Identity has a positive and significant effect on Brand Loyalty, Brand Image has a positive and significant effect on Brand Trust , Brand Image has a positive effect directly and indirectly on Brand Loyalty, Brand Trust has a positive and significant effect on Brand Loyalty. Brand Image is a variable that has the highest mediation effect on the relationship between Brand Identity and Brand Loyalty