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Journal of Business & Retail Management Research
Vol-12, Issue 3, July 2018
ISSN 1751-8202 (Print) ISSN 2056-6271 (Online)
www.jbrmr.com

A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia
Ida Hidayanti Economics and Business Faculty, Diponegoro University, Semarang, Indonesia Nuryakin Management Department Universitas Muhammadiyah Yogyakarta, Indonesia Naili Farida Economics and Business Faculty, Diponegoro University, Semarang, Indonesia


KEY WORDS

Brand experience, brand satisfaction, brand trust, brand commitment, brand loyalty

ABSTRACT

          The aim of this study is to investigate the effects of brand experience and brand trust to enhancing brand commitment and brand loyalty. The data of the study collected by survey method. The sample in this research is the students from three cities in Indonesia as Yogyakarta, Semarang and Jakarta. The analysis of this research uses SEM.  The results of testing four hypotheses of the study as significant. Brand experience support to brand commitment. Brand trust support to brand commitment. Brand commitment support on brand loyalty. The unit analysis is also a less in this study due to the current laptop products are no longer a luxury product but they shifts as commodity that are commonly used by university students.

 

DOI: https://doi.org/10.24052/JBRMR/V12IS03/ART




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