Pengaruh Kepercayaan, Kecintaan dan Keterikatan Emosional pada Loyalitas Merek

Authors

  • Arthur Sitaniapessy Politeknik Negeri Ambon
  • Zany Irayati Aunalal Politeknik Negeri Ambon
  • Harry A. P. Sitaniapessy Politeknik Negeri Ambon

DOI:

https://doi.org/10.55098/jba.v1.i2.p143-152

Keywords:

Brand Trust, Brand Love, Emotional Brand Attachment, Brand Loyalty

Abstract

This study aims to examine the effect of brand trust, brand love, and brand emotional attachment on brand loyalty. Respondents in this study are customers who own and use OPPO brand Smartphones in Ambon City. This research uses multiple regression analyses and validity and reliability tests to test research instruments. The results showed that the three hypotheses proposed were accepted, which means that brand trust, brand love, and emotional brand attachment affect brand loyalty.

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Published

2022-11-01

How to Cite

Sitaniapessy, A., Aunalal, Z. I., & Sitaniapessy, H. A. P. (2022). Pengaruh Kepercayaan, Kecintaan dan Keterikatan Emosional pada Loyalitas Merek. Journal of Business Application, 1(2), 143–152. https://doi.org/10.55098/jba.v1.i2.p143-152

Issue

Vol. 1 No. 2 (2022): Journal of Business Application

Section

Articles

License

Copyright (c) 2022 Arthur Sitaniapessy, Zany Irayati Aunalal, Harry A. P. Sitaniapessy

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.