Taju, Marcelo Fernando (2019) THE INFLUENCE OF BRAND EXPERIENCE, SATISFACTION AND TRUST IN EMOTIONAL ATTACHMENT TO BRAND. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
One way to bring a brand closer to customers is to create a strong emotional attachment to consumers (brand attachment) to them. The company's ability to create strong emotional attachments between consumer-brands will provide many benefits for the company. Ways that can be done to improve brand attachment include increasing trust, satisfaction through stimulating good brand experience. This research was conducted with the aim to find out: 1) The effect of brand experience on brand satisfaction and brand trust, 2) The effect of brand satisfaction on brand trust, and 3) The effect of brand satisfaction and brand trust on brand attachment. The study was conducted with 150 consumers who had purchased products and services under the Starbucks trademark. The data analysis method used is Structural equation modeling analysis. The results showed that: 1) Brand experience has a positive effect on brand satisfaction. 2) Brand experience has a positive influence on brand trust, 3) Brand satisfaction has a positive effect on brand trust. 4) Brand satisfaction has a positive influence on brand attachments. 5) Brand trust has a positive influence on brand attachments. Empirical evidence from this research shows that to improve brand attachment, management can do this by providing good brand experience, making consumers satisfied with the brand, and creating consumers who trust the company's brand (brand trust).
| Item Type: | Thesis (S1) |
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| Uncontrolled Keywords: | brand experience, brand satisfaction, brand trust dan brand attachmen |
| Subjects: | Business Management > International Business |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor UAJY |
| Date Deposited: | 18 Dec 2020 01:21 |
| Last Modified: | 18 Dec 2020 01:21 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/22853 |
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