{"title":"品牌体验对品牌信任和品牌忠诚的影响","authors":"Didit Darmawan","doi":"10.35457/TRANSLITERA.V7I02.590","DOIUrl":null,"url":null,"abstract":"The marketing literature has acknowledged that consumers are looking for brands that provide a good, unique and unforgettable experience. The success of a brand in the long run depends greatly on the number of loyal consumers who regularly buy on a particular brand. This study aims to analyze and discuss the effect of brand experience on brand trust and brand loyalty. The research method used is a survey. The population in this study were consumers of Zwitsal products as a product for babies but used among adults. Respondents were set at 100 people. The sampling method used in this study is a non probability sampling method. The technique used is convenience sampling where respondents are based on anyone who by chance is seen as fulfilling the requirements as a data source. The analytical tool used is linear regression with the help of SPSS 24.0 for Windows software. The results show that brand experience has a significant positive effect on brand trust, and brand experience has a significant positive effect on brand loyalty","PeriodicalId":433902,"journal":{"name":"Translitera : Jurnal Kajian Komunikasi dan Studi Media","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2018-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":"{\"title\":\"THE EFFECT OF BRAND EXPERIENCE ON BRAND TRUST AND BRAND LOYALTY\",\"authors\":\"Didit Darmawan\",\"doi\":\"10.35457/TRANSLITERA.V7I02.590\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The marketing literature has acknowledged that consumers are looking for brands that provide a good, unique and unforgettable experience. The success of a brand in the long run depends greatly on the number of loyal consumers who regularly buy on a particular brand. This study aims to analyze and discuss the effect of brand experience on brand trust and brand loyalty. The research method used is a survey. The population in this study were consumers of Zwitsal products as a product for babies but used among adults. Respondents were set at 100 people. The sampling method used in this study is a non probability sampling method. The technique used is convenience sampling where respondents are based on anyone who by chance is seen as fulfilling the requirements as a data source. The analytical tool used is linear regression with the help of SPSS 24.0 for Windows software. The results show that brand experience has a significant positive effect on brand trust, and brand experience has a significant positive effect on brand loyalty\",\"PeriodicalId\":433902,\"journal\":{\"name\":\"Translitera : Jurnal Kajian Komunikasi dan Studi Media\",\"volume\":\"1 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2018-09-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Translitera : Jurnal Kajian Komunikasi dan Studi Media\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.35457/TRANSLITERA.V7I02.590\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Translitera : Jurnal Kajian Komunikasi dan Studi Media","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.35457/TRANSLITERA.V7I02.590","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
THE EFFECT OF BRAND EXPERIENCE ON BRAND TRUST AND BRAND LOYALTY
The marketing literature has acknowledged that consumers are looking for brands that provide a good, unique and unforgettable experience. The success of a brand in the long run depends greatly on the number of loyal consumers who regularly buy on a particular brand. This study aims to analyze and discuss the effect of brand experience on brand trust and brand loyalty. The research method used is a survey. The population in this study were consumers of Zwitsal products as a product for babies but used among adults. Respondents were set at 100 people. The sampling method used in this study is a non probability sampling method. The technique used is convenience sampling where respondents are based on anyone who by chance is seen as fulfilling the requirements as a data source. The analytical tool used is linear regression with the help of SPSS 24.0 for Windows software. The results show that brand experience has a significant positive effect on brand trust, and brand experience has a significant positive effect on brand loyalty
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
