ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

Authors

  • Elia Ardyan Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah
  • Heny Kurnianingsih Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah
  • Ginanjar Rahmawan Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah
  • Utomo Wibisono Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah
  • Winata Winata Program Studi Manajemen STIE Surakarta Jl. Slamet Riyadi Makamhaji, No. 435–437, Kartosuro, Kabupaten Sukoharjo, Jawa Tengah

:

https://doi.org/10.9744/jmk.18.1.33-44

Keywords:

Brand experience, emotional attachment, brand trust, brand loyalty.

Abstract

Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1) Brand experience influenced brand trust positively and significantly; (2) The trust against a brand loyalty affect brand positively and significantly; (3) Brand experience have positive and significant effect on emotional attachment; (4) Emotional attachment affects brand trust positively and significantly; (5) Brand trust have the influence of brand loyalty positively but not significant.

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Published

2016-08-08

How to Cite

Ardyan, E., Kurnianingsih, H., Rahmawan, G., Wibisono, U., & Winata, W. (2016). ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY. Jurnal Manajemen Dan Kewirausahaan, 18(1), 33-44. https://doi.org/10.9744/jmk.18.1.33-44

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Vol. 18 No. 1 (2016): MARCH 2016

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