Work

Impact of Eperiential Marketing and Perceived Quality on Brand Loyalty with Brand Trust as Mediation

Year: 2021

Type: article

Abstract: This study is to look at: 1) the influence of eperiential marketing on brand trusts; 2) the influence of perceived quality on brand trust; 3) the influence of brand trust on brand loyalty; 4) the influence of eperiential marketing on brand loyalty; 5) the influence of perceived quality on brand loyalty. The samples used in this study were as many as 100 respondents using data analysis with Smart PLS. The results of this study are: 1) there is an eperiential marketing influence on brand trust. 2) There is an influence of perceived quality on brand trust. 3) There is no influence of brand trust on brand loyalty. 4) There is no eperiential marketing influence on brand loyalty. 5) There is a perceived quality influence on brand loyalty.

Source: International Journal of Multicultural and Multireligious Understanding

DOI: 10.18415/ijmmu.v8i8.2745

Authors: Lod Sulivyo, Ayu Ekasari

Institutions: Universitas Patria Artha, Universitas Trisakti

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3195100769

FWCI: 1.609

Cites: 12

Cited by: 8

Related to: 10