Record Details

The Influence of Brand Trust, Brand Familiarity, and Brand Experience on Brand Attachments

Journal of Digital Marketing and Halal Industry

View Archive Info
 
 
Field Value
 
Title The Influence of Brand Trust, Brand Familiarity, and Brand Experience on Brand Attachments
 
Creator Barijan, Dede
Ariningsih, Endah Pri
Rahmawati, Fitri
 
Subject —
Brand Trust, Brand Familiarity, Brand Experience, Brand Attachment
—
 
Description The development of technology in the automotive world today has progressed very rapidly. Thus, automotive companies must compete in winning market share in Indonesia. Business competition brings companies competing to produce products that consumers need and want. This study aims to determine the effect of brand trust on brand attachment, brand familiarity on brand attachment, and brand experience on brand attachment. Sampling using a purposive sampling technique. The data collection instrument used a questionnaire with a Likert scale. The questionnaire has been tested and has met the validity and reliability requirements. Data analysis was performed using multiple linear regression analysis. The results of data analysis show that brand trust has a positive effect on brand attachment, brand familiarity has a positive effect on brand attachment, and brand experience has a positive effect on brand attachment. Thus it can be concluded that brand trust, brand familiarity, and brand experience significantly influence brand attachment partially.
 
Publisher Fakultas Ekonomi dan Bisnis Islam UIN Walisongo
 
Contributor —
 
Date 2021-04-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
—
 
Format application/pdf
 
Identifier https://journal.walisongo.ac.id/index.php/JDMHI/article/view/7440
10.21580/jdmhi.2021.3.1.7440
 
Source Journal of Digital Marketing and Halal Industry; Vol 3, No 1 (2021); 73-84
2716-4802
2716-4810
10.21580/jdmhi.2021.3.1
 
Language eng
 
Relation https://journal.walisongo.ac.id/index.php/JDMHI/article/view/7440/3276
 
Coverage —
—
—
 
Rights Copyright (c) 2021 Journal of Digital Marketing and Halal Industry
http://creativecommons.org/licenses/by-sa/4.0