PERAN BRAND TRUST DALAM MEMEDIASI BRAND EXPERIENCE, BRAND PERSONALITY DAN BRAND COMMUNITY TERHADAP BRAND LOYALTY
PERAN BRAND TRUST DALAM MEMEDIASI BRAND EXPERIENCE, BRAND PERSONALITY DAN BRAND COMMUNITY TERHADAP BRAND LOYALTY
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PERAN 品牌信任 DALAM MEMEDIASI 品牌体验、品牌个性 DAN 品牌社区 TERHADAP 品牌忠诚度
DOI：
10.30659/ekobis.19.2.185-202
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发表时间：
2018
影响因子：
--
通讯作者：
A. Lestari
中科院分区：
文献类型：
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作者：
Alifah Ratnawati;A. Lestari
本研究旨在了解和分析品牌体验、品牌个性和品牌社区对品牌忠诚度的影响，以品牌信任为干预变量对欧瑞莲产品的影响。人口为三宝垄曾经购买过欧瑞莲产品的消费者，样本数为100名受访者。本研究采用的抽样技术为便利抽样或便利抽样。分析工具为路径分析，之前检验了有效性和信度以及经典假设检验。检验结果表明，品牌体验、品牌个性和品牌个性被证明对品牌信任和品牌忠诚具有显着的正向影响。品牌信任对品牌忠诚度有积极的影响。品牌信任可以是品牌体验和品牌个性之间的中介变量对品牌忠诚度的影响。品牌信任可以成为品牌社区与复购之间的中介变量，品牌社区越高，越多的消费者会因为对欧瑞莲品牌的高度信任而加强对其会员的了解，从而不断提高顾客对品牌的忠诚度。 关键词：品牌体验、品牌个性、品牌社区、品牌信任、品牌忠诚
This study aims to know and analyze the influence of brand experience, brand personalityand brand community to brand loyalty with brand trust as a variable intervening on Oriflameproducts .. The population is the consumer who ever bought the product Oriflame in Semarang,with the number of samples of 100 respondents. The sampling technique used in this researchis convenience sampling or convenience .. The analysis tool is path analysis, where previouslytested the validity and reliability as well as the classical assumption test.Test results show thatbrand experience, brand personality and brand personality proved to have a significant positiveeffect on brand trust and brand loyalty. Brand trusts have a positive influence on brand loyalty.Brand trust can be an intervening variable between brand experience and brand personalitytoward brand loyalty. Brand trust can be an intervening variable between brand communitytowards repurchase meaning higher brand community, the more consumers can strengthenthe understanding of its members due to high trust to Oriflame brand, so that will increasinglyincrease customer loyalty to the brand.Keywords: Brand experience, brand personality, brand community, brand trust brand loyalty