Prastiwi, Estik Hari (2020) Developing Brand Loyalty. In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.
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Abstract
The development of cellular telephone technology (hand phone) has made the millennial generation familiar with the internet and various digital applications, especially social media. Students, as the millennial generation depends on cell phones for college, business, work, communication, and social media. Loyalty Consumers who loyal to one brand of the cellphone will repurchase the brand in the future or give recommendations to other people to buy that brand of cellphone. This study aims to determine the effects of brand identity and brand image on brand loyalty by the brand trust as a mediating variable. The data collection is used by distributing questionnaires randomly at 100 students. Data analysis uses Smart PLS. The results presented that the influence of Band Identity on Brand Loyalty was not significant, and the effect of Brand Image on Brand Loyalty was also not significant. Brand Trust mediates the influence of brand identity on Brand Loyalty and brand image on brand loyalty. The implication of this research is that Brand Trust can mediate Brand Image on Brand Loyalty but Brand Trust can not mediate effetc Brand Identity to Brand Loyalty
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | ICOBBI (International Conference of Business and Banking Innovations) |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 10 Oct 2020 15:14 |
| Last Modified: | 20 Oct 2020 05:16 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5896 |
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