THE EFFECT OF BRAND EXPERIENCE AND PERCEIVED VALUE ON BRAND LOYALTY MEDIATED BY BRAND TRUST
نویسندگان
چکیده
This study aimed to investigate the direct effect of brand experience and perceived value customers on loyalty indirect through trust as mediating variable. used a questionnaire distributed 130 loyal Susu Nandhi Murni produced by KUD Batu. The sampling technique was purposive sampling, method data analysis Partial Least Square (PLS). results demonstrated positive significant loyalty. In addition, also had Furthermore, variable revealed effect, both value. Finally, future studies are suggested other variables that were not discussed in this research, such image satisfaction.
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ژورنال
عنوان ژورنال: Jurnal aplikasi manajemen
سال: 2021
ISSN: ['1693-5241', '2302-6332']
DOI: https://doi.org/10.21776/ub.jam.2021.019.02.07