Annisa Marliawati, - and Dwi Cahyaningdyah, FE Manajemen (2020) Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal, 9 (2). ISSN 2252-6552

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Abstract

This study is to examine the effect of brand experience and brand image on brand loyalty through brand trust. The population of this study is Ijjah_Collection cus�tomer via Shopee in Indonesia. The sample of this study consisted of 116 respond�ents using non-probability method. The method of collecting the data used ques�tionnaire roomates then Analyzed using path analysis with IBM SPSS Statistics 22 program. The results of this study Showed: (1) brand experience has a positive and significant effect on brand loyalty, (2) brand image has a positive effect, but is not significant on brand loyalty, (3) brand experience has a positive effect and signficant on brand loyalty through brand trust, (4) brand image has a positive and significant effect on brand loyalty through brand trust, (5) brand trust has a positive and signifi�cant effect on brand loyalty.

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