PERAN BRAND TRUST MEMEDIASI PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY
Abstract
Penelitian ini dilakukan untuk menjelaskan pengaruh antar variabel yang diteliti dan peran brand trust sebagai variabel pemediasi antara brand experience terhadap brand loyalty pelanggan Luwak White Koffie di Kota Denpasar. Luwak White Koffie merupakan salah satu merek kopi yang beredar di pasar Indonesia. Penelitian ini menggunakan 110 responden yang disebut sebagai anggota sampel. Penyebaran kuesioner secara offline dan online dilakukan untuk mengumpulkan data penelitian. Penelitian ini menggunakan teknik analisis jalur. Penelitian ini menghasilkan temuan bahwa brand experience mempunyai pengaruh positif dan signifikan terhadap brand loyalty; brand experience mempunyai pengaruh positif dan signifikan terhadap brand trust; brand trust mempunyai pengaruh positif dan signifikan terhadap brand loyalty; dan brand trust memediasi secara parsial pengaruh brand experience terhadap brand loyalty. Implikasi dari penelitian ini diharapkan mampu memberikan masukan kepada pihak manajemen Luwak White Koffie supaya memanfaatkan aspek brand experience dan brand trust sebagai strategi meningkatkan brand loyalty pelanggan Luwak White Koffie di Kota Denpasar.
This research was conducted to explain the influence between the variables studied and the role of brand trust as a mediating variable between brand experience and brand loyalty of Luwak White Koffie customers in Denpasar City. Luwak White Koffie is one of the coffee brands available in the Indonesian market. This study used 110 respondents referred to as sample members. Offline and online questionnaires were distributed to collect research data. This study used path analysis techniques. The study found that brand experience has a positive and significant effect on brand loyalty; brand experience has a positive and significant effect on brand trust; brand trust has a positive and significant effect on brand loyalty; and brand trust partially mediates the effect of brand experience on brand loyalty. The implications of this research are expected to provide input to Luwak White Koffie management to utilize aspects of brand experience and brand trust as strategies to increase brand loyalty among Luwak White Koffie customers in Denpasar City.
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