The Effect Of Brand Experience On Brand Loyalty Through Brand Satisfaction And Brand Trust In Altex Brand Pt Atlantic Ocean Pain In East Java

Setiawan, Hedhian and Susanti, Christina Esti (2021) The Effect Of Brand Experience On Brand Loyalty Through Brand Satisfaction And Brand Trust In Altex Brand Pt Atlantic Ocean Pain In East Java. The Effect Of Brand Experience On Brand Loyalty Through Brand Satisfaction And Brand Trust In Altex Brand Pt Atlantic Ocean Pain In East Java, 8 (1). pp. 82-91. ISSN 2394-9333

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Abstract

This study aims to examine how brand experience through brand satisfaction and trust has an influence on brand loyalty using a sample of customers in the province of East Java, Indonesia. The sample used was 200 people spread across several cities: Surabaya, Lamongan, Malang, Madura, Probolinggo, Jember, Kediri, and Madiun. Data were collected using a structured questionnaire consisting of a validated scale. The analysis technique uses the Structural Equation Model to test the relationship between the eight hypotheses.The results of the direct influence study show that Brand Experience has a significant effect on Brand Satisfaction, Brand Experience has a significant effect on Brand Trust, Brand Satisfaction has a significant effect on Brand Trust, Brand Satisfaction has a significant effect on Brand Loyalty, Brand Trust has a significant effect on Brand Loyalty and Brand Experience has a significant effect on Brand Loyalty. to Brand Loyalty. Meanwhile, the indirect effect is that Brand Experience has a significant effect on Brand Loyalty through Brand Satisfaction and Brand Experience has a significant effect on Brand Loyalty through Brand Trust.

Item Type:	Article
Uncontrolled Keywords:	Brand Experience, Brand Satisfaction, Brand Trust, and Brand Loyalty.
Subjects:	Business > Financial Management
Divisions:	Journal Publication
Depositing User:	F.X. Hadi
Date Deposited:	26 Mar 2024 09:29
Last Modified:	22 May 2024 04:03
URI:	http://repository.ukwms.ac.id/id/eprint/39507

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