Brand Experience Dan Brand Personality Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening
DOI:
https://doi.org/10.35134/ekobistek.v13i4.843Keywords:
Brand Experience, Brand Personality, Brand Trust, Brand LoyaltyAbstract
This study aims to test the direct and indirect effects of brand experience and brand personality on brand loyalty with brand trust as an intervening variable. The research method is quantitative with a survey type. The population of FIFGroup consumer research in 2021-2023 was 25,093 people, purposive sampling was used with the Slovin formula, so the sample size was 394 people. The data collection method used a questionnaire. Data analysis used PLS-SEM. The results of the study found that brand experience and brand personality directly had a positive and significant effect on brand trust. Brand experience and brand personality, brand trust have a positive and significant effect on brand loyalty. Indirect results found that brand experience and brand personality have a positive and significant effect on brand loyalty through brand trust. The results of the determination coefficient found an adjusted R-square of 0.874. This means that the variance of brand experience and brand personality in explaining brand loyalty (Y) is 87.4% in the high category. The adjusted R-square value is 0.842. This means that the variance of brand experience and brand personality in explaining brand trust (Y) is 84.2% in the high category
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