THE INFLUENCE OF BRAND EXPERIENCE, BRAND IMAGE, AND BRAND TRUST ON BRAND LOYALTY OF ABC-CASH
Journal Title: Asian Journal of Management Sciences and Education - Year 2018, Vol 7, Issue 3
Abstract
ABC-CASH as one of electronic money products has not been able to become a market leader in Indonesia. One of the important parameters in ABC-CASH positioning is the brand loyalty that is affected by the parameters of brand experience, brand image, and brand trust. This research consists of 4 (four) hypotheses, namely: (1) brand experience has an effect on brand loyalty, (2) brand trust has an effect on brand loyalty, (3) brand image has an effect on brand loyalty, and (4) brand experience, brand image, and brand trust has simultaneous effect on brand loyalty. The method used in this research was a quantitative method through costumer survey. The technique of sampling applied was random stratified sampling. There were 350 users as the respondents. Meanwhile, the data were analyzed through Structural Equation Model (SEM) and SmartPLS3 software. The results of the data analysis which showed the causality relationship among the variables could be accepted based on the endogenous construct variant (R²) of 0.74 (solid category). Furthermore, the model was also analyzed to test the causality relationship among the variables that affected and were effected by brand experience, brand image, brand trust and brand loyalty and it met the criteria of original sample (O)> 0.7, Composite Reliability (CR)> 0.7, Average Variance Extracted (AVE)> 0.5, R² = 0.74, Q² = 0.93, and Goodness of Fit (GoF)=0.61. Based on these results, it can be concluded that the model was acceptable.
Authors and Affiliations
I Putu Yoga Semadi, Maya Ariyanti
Keywords
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