Pengaruh Brand Image, Brand Personality dan Brand Love terhadap Brand Trust dan Brand Loyalty pada Pengguna Harley Davidson
Kata Kunci:
Brand image, brand persoanlity, brand love, brand trust, brand loyaltyAbstrak
Latar belakang: Industri otomotif tumbuh pesat dengan tingginya kepemilikan kendaraan. Penelitian ini mengkaji pengaruh citra, kepribadian, dan cinta merek terhadap loyalitas pengguna Harley-Davidson di Surabaya, melalui kepercayaan. Tujuan: Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image terhadap Brand Trust, Brand Personality terhadap Brand Trust, Brand Love terhadap Brand Trust, Brand Image terhadap Brand Loyalty, Brand Personality terhadap Brand Loyalty, Brand Love terhadap Brand Loyalty dan Brand Trust terhadap Brand Loyalty pada Pengguna Harley Davidson di Surabaya. Metode: Populasi dalam penelitian ini adalah seluruh pengguna Harley Davidson di kota Surabaya yang berjumlah 110. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah metode non-probability sampling. jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 110 orang. Metode analisis data yang digunakan adalah SEM-PLS. Hasil: Hasil penelitian ini menunjukkan Brand Image tidak berpengaruh signifikan terhadap Brand Trust, Brand Personality berpengaruh signifikan terhadap rand trust, Brand Love tidak berpengaruh signifikan terhadap Brand Trust, Brand Image tidak berpengaruh signifikan terhadap Brand Loyalty, Brand Personality berpengaruh signifikan terhadap Brand Loyalty, Brand Love tidak berpengaruh secara signifikan terhadap Brand Loyalty dan Brand Trust berpengaruh signifikan terhadap Brand Loyalty. Kesimpulan: Penelitian ini menyimpulkan bahwa Brand Personality dan Brand Trust berpengaruh signifikan terhadap Brand Loyalty pengguna Harley-Davidson di Surabaya, sementara Brand Image dan Brand Love tidak memiliki pengaruh signifikan.
Unduhan
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