Konsekuensi dari Ethical Behaviour dan Trust pada Industri Sport Brand di Indonesia

Authors

  • Shafa Fathiya Universitas Trisakti , Indonesia
  • Audya Silvy Aulya Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13016

Keywords:

Ethical Behaviour, Trust, Brand Experience, Brand Authenticity, Brand Equity, Customer Satisfaction

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran ethical behaviour, trust, brand experience, brand authenticity, dan brand equity terhadap customer satisfaction di kalangan konsumen yang menggunakan atau memakai merek sport brand terbaik di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 231 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Ethical behaviour berpengaruh positif terhadap brand experience, (2) Trust berpengaruh positif terhadap brand experience, (3) Brand experience berpengaruh positif terhadap brand authenticity, (4) Brand experience berpengaruh positif terhadap brand equity, (5) Brand authenticity tidak berpengaruh positif terhadap customer satisfaction, dan (6) Brand equity berpengaruh positif terhadap customer satisfaction.

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Published

20-01-2024

How to Cite

Fathiya, S., Aulya, A. S., & Arafah, W. (2024). Konsekuensi dari Ethical Behaviour dan Trust pada Industri Sport Brand di Indonesia. Jurnal Pendidikan Tambusai, 8(1), 4067–4074. https://doi.org/10.31004/jptam.v8i1.13016

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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