The Influence of brand image, brand trust, and brand experience on brand loyalty
Keywords:
brand image, brand trust, brand experience, brand loyalty
Abstract
This study aims to evaluate the impact of brand image, brand trust, and brand experience on brand loyalty among consumers in Padang City. The research employs a quantitative approach. The study population includes residents of Padang City aged 18 to 35 years who have used Avoskin products. A sample of 200 respondents was selected through a survey distributed via Google Forms. The data analysis technique used is Structural Equation Modeling (SEM) with Partial Least Squares (PLS), utilizing Smart PLS software. The findings indicate that: (1) brand image has a positive and significant effect on brand loyalty in Padang City; (2) brand trust exerts a positive and significant influence on brand loyalty in Padang City; (3) brand experience also has a positive and significant impact on Avoskin's brand loyalty in Padang City.
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References
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Lombok, VV, & Samadi, RL (2022). The Influence of Brand Image, Brand Trust and Digital Marketing on Consumer Purchasing Decisions on Emina Products (Case Study of Sam Ratulangi University Students). EMBA Journal : Journal of Research in Economics, Management, Business and Accounting , 10 (3), 953. https://doi.org/10.35794/emba.v10i3.43524
Maarif, V., Nur, HM, & Septianisa, TA (2019). Chapter 1 Beauty Background. EVOLUTION : Journal of Science and Management , 7 (2), 73–80.
Mabkhot, H.A., Hasnizam, & Salleh, S.M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Journal of Management , 50 , 71–82.
Mostafa, R.B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics , 33 (4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Ogba, I., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China , 4 (2), 132–144. https://doi.org/10.1108/17468770910964993
Ong, CH, Lee, HW, & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management , 27 (7), 755–774. https://doi.org/10.1080/19368623.2018.1445055
Prawira, AANDN, & Setiawan, PY (2021). The Influence of Brand Image, Brand Satisfaction, and Brand Trust on Brand Loyalty of Nike Brand Shoe Customers. Udayana University Management E-Journal , 10 (12), 1305. https://doi.org/10.24843/ejmunud.2021.v10.i12.p03
Putu, I., Semadi, Y., & Ariyanti, M. (2018). The influence of brand experience, brand image, and brand trust on brand loyalty of ABC-cash. Asian Journal of Management Sciences & Education , 7 (3), 12–23.
Saeed, R., Lodhi, R.N., Mehmood, A., Ishfaque, U., Dustgeer, F., Sami, A., Mahmood, Z., & Ahmad, M. (2013). Effect of brand image on brand loyalty and role of customer satisfaction in it. World Applied Sciences Journal , 26 (10), 1364–1370. https://doi.org/10.5829/idosi.wasj.2013.26.10.1343
Safitri, I., & Ali Mauludi. (2022). The Influence of Brand Image, Brand Trust, Price and Product Quality on Consumer Loyalty for Emina Cosmetics Products among Female Students of the Faculty of Economics and Islamic Business, Uin Satu Tulungagung Class of 2018. Juremi: Journal of Economic Research , 2 (3), 305–320. https://doi.org/10.53625/juremi.v2i3.3398
Sari, D.K., Sugiono, A., & Nugeraha, P. (2021). The Impact of Digitalization on the Skincare Industry. Journal of Business Perspectives , 4 (1), 64–71. https://doi.org/10.23960/jpb.v4i1.51
Sumiani. (2016). Symbols and meanings of Makassar Bugis bridal make-up. Cultural Arts “Padengan,” 1 (1), 1–17.
van der Westhuizen, L.M. (2018). Brand loyalty: exploring self-brand connections and brand experience. Journal of Product and Brand Management , 27 (2), 172–184. https://doi.org/10.1108/JPBM-07-2016-1281
Yang, K., Dan, D., & Pada, I. (2021). LOYALTY IN BANGKOK TOWARDS FACIAL SKIN CARE Machine Translated by Google .
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning , 38 (5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
Başer, İ. U., Cintamür, İ. G., & Arslan, FM (2016). Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. İktisadi ve İdari Bilimler Dergisi , 37 (2), 101. https://doi.org/10.14780/iibd.51125
Bastian, DA (2014). Analysis of the Influence of Brand Image and Brand Trust on Brand Loyalty of ADES PT. Ades Alfindo Putra Faithful. Petra Marketing Management Journal , 2 (1), 1–9.
BİLGİN, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal , 6 (1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing , 73 (3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chang, W. J. (2021). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal , 123 (1), 209–223. https://doi.org/10.1108/BFJ-01-2020-0014
Cuong, D.T. (2020). The effect of brand identification and brand trust on brand commitment and brand loyalty at shopping malls. International Journal of Advanced Science and Technology , 29 (7 Special Issue), 695–706.
Dewi, AS (2021). The Influence of Perceived Value, Brand Experience, and Brand Trust on Brand Loyalty (Study on Spotify Premium Users). FEB Brawijaya University Student Science Journal , 1–18.
Eslami, S. (2020). The effect of brand experience on brand equity and brand loyalty through the mediating role of brand awareness, brand image and perceived quality. Pharmacy Practice. , 11 (2), 98–104.
Ghafoor, M.M., Kashif Iqbal, H., Tariq, U., & Murtaza, F. (2012). Impact of Customer Satisfaction and Brand Image on Brand Loyalty. Business Innovation & Technology Management , 002 , 69–077. http://apbitm.org
Greve, G. (2014). The Moderating Effect of Customer Engagement on the Brand Image – Brand Loyalty Relationship. Procedia - Social and Behavioral Sciences , 148 , 203–210. https://doi.org/10.1016/j.sbspro.2014.07.035
Han, H., Nguyen, H.N., Song, H., Chua, B.L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management , 72 (November 2017), 86–97. https://doi.org/10.1016/j.ijhm.2017.12.011
Haudi, Handayani, W., Musnaini, Suyoto, YT, Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, IR, & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science , 6 (3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research , 65 (5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review , 31 (5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Image, P., Brand, P., Brand, K., & Antara, K. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediated by Brand Trust : An Empirical Study . 50 , 71–82.
Jung, J., Kim, S. J., & Kim, K. H. (2020). Sustainable marketing activities of traditional fashion markets and brand loyalty. Journal of Business Research , 120 (April), 294–301. https://doi.org/10.1016/j.jbusres.2020.04.019
KOÇAK ALAN, A., & KABADAYI, E.T. (2012). Brand Trust and Brand Affect: Their Strategic Importance on Brand Loyalty. Journal of Global Strategic Management , 1 (6), 80–80. https://doi.org/10.20460/jgsm.2012615788
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management , 30 (7), 990–1015. https://doi.org/10.1108/JPBM-02-2020-2763
Lacap, JPG, & Tungcab, AP (2020). The influence of brand experience on brand loyalty among mobile phone users in Pampanga, Philippines: A mediation analysis. Asia-Pacific Social Science Review , 20 (3), 17–31.
Lombok, VV, & Samadi, RL (2022). The Influence of Brand Image, Brand Trust and Digital Marketing on Consumer Purchasing Decisions on Emina Products (Case Study of Sam Ratulangi University Students). EMBA Journal : Journal of Research in Economics, Management, Business and Accounting , 10 (3), 953. https://doi.org/10.35794/emba.v10i3.43524
Maarif, V., Nur, HM, & Septianisa, TA (2019). Chapter 1 Beauty Background. EVOLUTION : Journal of Science and Management , 7 (2), 73–80.
Mabkhot, H.A., Hasnizam, & Salleh, S.M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Journal of Management , 50 , 71–82.
Mostafa, R.B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics , 33 (4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Ogba, I., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China , 4 (2), 132–144. https://doi.org/10.1108/17468770910964993
Ong, CH, Lee, HW, & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management , 27 (7), 755–774. https://doi.org/10.1080/19368623.2018.1445055
Prawira, AANDN, & Setiawan, PY (2021). The Influence of Brand Image, Brand Satisfaction, and Brand Trust on Brand Loyalty of Nike Brand Shoe Customers. Udayana University Management E-Journal , 10 (12), 1305. https://doi.org/10.24843/ejmunud.2021.v10.i12.p03
Putu, I., Semadi, Y., & Ariyanti, M. (2018). The influence of brand experience, brand image, and brand trust on brand loyalty of ABC-cash. Asian Journal of Management Sciences & Education , 7 (3), 12–23.
Saeed, R., Lodhi, R.N., Mehmood, A., Ishfaque, U., Dustgeer, F., Sami, A., Mahmood, Z., & Ahmad, M. (2013). Effect of brand image on brand loyalty and role of customer satisfaction in it. World Applied Sciences Journal , 26 (10), 1364–1370. https://doi.org/10.5829/idosi.wasj.2013.26.10.1343
Safitri, I., & Ali Mauludi. (2022). The Influence of Brand Image, Brand Trust, Price and Product Quality on Consumer Loyalty for Emina Cosmetics Products among Female Students of the Faculty of Economics and Islamic Business, Uin Satu Tulungagung Class of 2018. Juremi: Journal of Economic Research , 2 (3), 305–320. https://doi.org/10.53625/juremi.v2i3.3398
Sari, D.K., Sugiono, A., & Nugeraha, P. (2021). The Impact of Digitalization on the Skincare Industry. Journal of Business Perspectives , 4 (1), 64–71. https://doi.org/10.23960/jpb.v4i1.51
Sumiani. (2016). Symbols and meanings of Makassar Bugis bridal make-up. Cultural Arts “Padengan,” 1 (1), 1–17.
van der Westhuizen, L.M. (2018). Brand loyalty: exploring self-brand connections and brand experience. Journal of Product and Brand Management , 27 (2), 172–184. https://doi.org/10.1108/JPBM-07-2016-1281
Yang, K., Dan, D., & Pada, I. (2021). LOYALTY IN BANGKOK TOWARDS FACIAL SKIN CARE Machine Translated by Google .
Published
2024-12-21
How to Cite
Nesi, M., & Yasri, Y. (2024). The Influence of brand image, brand trust, and brand experience on brand loyalty. Marketing Management Studies, 4(4), 361-370. https://doi.org/10.24036/mms.v4i4.550
Section
Articles
