Pengaruh Brand Exposure Dan Brand Experience Terhadap Brand Trust Dan Brand Recall (Studi Pada Produk Smartphone Di Wilayah Kota Malang)

Rony Arthana • Noermijati Noermijati • Christin Susilowati
Journal article Ekonomi Bisnis • Oktober 2016

Abstrak

: The aims of this study was to determine the influence of brand exposure and brand experience on brand trust and brand recall on high-end smartphone in Malang. The total samples of 200 users of high-end smartphone are used as respondend on this study, collected using purposive sampling technique with the following criteria: (1) domiciled in Malang; (2) have at least 21 years; and (3) using a high-end smartphone. Data analysis techniques used in this study is Partial Least Square (PLS) with SmartPLS 2.0. The results of this study indicate that there is significant influence on the relationship between brand experience to brand recall, brand experience to brand trust, and brand trust to brand recall. This study also found that there is no significant influence on the relationship between brand exposure to brand recall and brand exposure to brand trust. In addition, the results of this study also showed that brand trust is significantly mediate the relationship between brand experience to brand recall, and brand trust is not significantly mediate the relationship between brand exposure to brand recall.

Metrics

  • 65 kali dilihat
  • 29 kali diunduh

Jurnal

Ekonomi Bisnis

Ekonomi Bisnis terbit 2 (dua ) kali setahun pada bulan Mei dan Oktober, berisi tentang hasil pene... tampilkan semua