Anteseden dan Konsekuensi Brand Trust

Authors

  • Putri Alisya Keyla Azzahra Program Studi Manajemen, Universitas Trisakti , Indonesia
  • Dyah Astarini Program Studi Manajemen, Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i1.5366

Keywords:

Advertisement, Social Network Service Content, Customer Engagement, Brand Trust Dan Brand Loyalty

Abstract

Penelitian ini bertujuan menguji dan menganalisis faktor yang mempengaruhi brand trust dan konsekuensi yang ditimbulkan adalah brand loyalty. Sampel yang digunakan dalam penelitian ini berjumlah 230 Responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan terdapat pengaruh positif advertisement dan social network sevice content terhadap customer engagement. Terdapat pengaruh positif advertisement dan social network service content terhadap brand trust. Terdapat pengaruh positif customer engagement terhadap brand trust. Terdapat pengaruh positif customer engagement dan brand trust terhadap brand loyalty.

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Published

03-02-2023

How to Cite

Keyla Azzahra, P. A., & Astarini, D. . (2023). Anteseden dan Konsekuensi Brand Trust. Jurnal Pendidikan Tambusai, 7(1), 850–858. https://doi.org/10.31004/jptam.v7i1.5366

Issue

Vol. 7 No. 1 (2023): April 2023

Section

Articles of Research

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