Brand Loyalty: The Effect of Brand Trust, Brand Personality, and Brand Attachment

Intan Ragda, Sri Rahayu, Evi Novitasari, Fauzi Fauzi

Abstract

The purpose of this study was to examine and analyze the effect of brand trust, brand personality and brand attachment on brand loyalty. This research method uses a quantitative approach. The population of this study were consumers of Le Mineral brand mineral water in Labuhan Ratu Satu Village. In this study, the sampling technique used the Non Probability Sampling technique, namely Purposive Sampling. Data collection techniques using a questionnaire. The data analysis technique used in this study is multiple linear regression analysis and processed using the SPSS program. Brand trust has a positive and significant effect on brand loyalty. The results showed that brand personality has a negative effect on brand loyalty, brand attachment has a positive and significant effect on brand loyalty. Simultaneous test results obtained brand trust, brand personality and brand attachment have a positive effect on brand loyalty.

Keywords: Brand loyalty, Brand trust, Brand attachment, Brand personality, Marketing

Full Text:

PDF

References

Arief, M., Suyadi, I., & Sunarti, S. (2017). The Influence of Brand Trust and Brand Commitment to Brand Loyalty (Survey of Sub-District Residents of Aqua Product Consumer Protection in Malang City) . Brawijaya University.

Bidmon, S. (2017). How does attachment style influence the brand attachment–brand trust and brands loyalty chains in adolescents?. International Journal of Advertising , 36 (1), 164-189.

Budihardja, L., & Sitinjak, T. (2022). THE INFLUENCE OF BRAND IDENTITY, BRAND IMAGE, AND BRAND TRUST ON CONSUMER LOYALTY OF NIKE SHOES IN JAKARTA. Management Journal , 11 (2), 1-8.

Gokarna, P. (2021). Emotional Brand Attachment in Gen Y Consumers: Analysis of Brand Loyalty, Price Premiums & Brand Self Congruence in Metropolitan Markets. International Journal of Management Studies , 8 (1), 10-20.

HERDIANTI, R. D. Q (2021). INFLUENCE PERSONALITY BRAND AND BRAND TRUST IN BRAND LOYALTY AT MCDONALD'S (Case Study of McDonald's Customers in Surabaya) (Doctoral dissertation, UPN" VETERAN'EAST JAVA).

Herdianti, RDT, & Nurhadi, N. (2021). The Influence of Brand Personality and Brand Trust on Brand Loyalty to Mcdonald's Customers in Surabaya. Journal of Economics and Business Dharma Andalas , 23 (2), 349-360.

Levy, S., & Hino, H. (2016). Emotional brand attachment: a factor in customer- bank relationships. International Journal of Bank Marketing.

Madeline, S., & Sihombing, SO (2019). The impacts of brand experiences on brands love, brands trusts, and brands loyalty: an empirical study. Journal Business and Management , 20 (2), 91-107.

Molinillo, S., Japutra, A., Nguyen, B., & Chen, CHS (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning .

Purbasari, DM, & Purnamasari, DL (2016). Antecedents of Brand Engagement in Building Brand Relationships with Consumers (Trust, Satisfaction, and Commitment) to Loyalty. Electronic Proceedings (e-Proceedings) SNIRT FT UNTAG Cirebon, 5(1).

Rahayu, S., Fauzi, F., & Aliyah, H. (2020). INCREASING BRAND ENGAGEMENT. Journal of Signaling , 9 (2), 79-87.

Rahayu, S., Haryono, T., Harsono, M., & Setiawan, A I. (2020). Examining brand affect mediation roles: trends and implications for tablet PCs market. International Journal of Trade and Global Markets , 13 (2), 144-160.

Rahayu, S., & Harsono, M. (2018). BRAND TRUST AND BRAND AFFECT AS ANTECEDENTS FROM LOYALTY BRAND. Media Economics , 18 (1), 9-22.

Sugiyono. (2019). Quantitative Research Methods, Qualitative, and R&D. Bandung : Alphabet.

Refbacks

  • There are currently no refbacks.