THE EFFECT OF BRAND EXPERIENCE ON BRAND TRUST AND BRAND LOYALTY

  • Didit Darmawan Universitas Mayjen Sungkono Mojokerto
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Keywords: Brand Experience, Brand Trust, Brand Loyalty.

Abstract

The marketing literature has acknowledged that consumers are looking for brands that provide a good, unique and unforgettable experience. The success of a brand in the long run depends greatly on the number of loyal consumers who regularly buy on a particular brand. This study aims to analyze and discuss the effect of brand experience on brand trust and brand loyalty. The research method used is a survey. The population in this study were consumers of Zwitsal products as a product for babies but used among adults. Respondents were set at 100 people. The sampling method used in this study is a non probability sampling method. The technique used is convenience sampling where respondents are based on anyone who by chance is seen as fulfilling the requirements as a data source. The analytical tool used is linear regression with the help of SPSS 24.0 for Windows software. The results show that brand experience has a significant positive effect on brand trust, and brand experience has a significant positive effect on brand loyalty

Published
2018-09-30
How to Cite
Darmawan, D. (2018). THE EFFECT OF BRAND EXPERIENCE ON BRAND TRUST AND BRAND LOYALTY . Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 7(2), 13-24. https://doi.org/10.35457/translitera.v7i02.590