ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND 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.
Author: Elia Ardyan, Heny
Kurnianingsih, Ginanjar Rahmawan, Utomo Wibisono, Winata Winata
Journal Code: jpmanajemengg160106
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