Pengaruh Brand image, Brand personality, brand experience terhadap brand love dampaknya pada brand loyalty GAYO ACEH COFFEE PT. ORO KOPI GAYO KABUPATEN ACEH TENGAH

Bambang Bambang, Abdul Rahman Lubis, Nurdasila Darsono

Abstract


ABSTRACT

 

The purpose of this research is to know: (1) influence of brand image to brand love (2) influence of brand experience to brand love, (3) influence of brand personality to brand love (4) influence of brand image to brand loyalty (5) (6) the influence of brand image on brand loyalty through brand love (9) the influence of brand experience on brand loyalty through brand love (10) the influence of brand image on brand loyalty brand personality towards brand loyalty through brand love. The objects of this research are brand image, brand experience, brand personality toward brand love and its impact on brand loyalty. The result of the research shows that (1) brand image have positive and significant effect on brand love, (2) brand experience have positive and significant influence on brand love, (3) brand personality have positive and significant effect to brand love, (4) positive and significant brand loyalty, (5) brand experience has a positive and significant effect on brand loyalty, (6) brand personality has a positive and significant effect on brand loyalty, (7) brand love has influence to brand loyalty (8) there is influence of brand image on brand loyalty through brand love, (9) there is influence of brand experience on brand loyalty through brand love and (10) there is influence of brand personality to brand loyalty through brand love.

 

Keywords: Brand Image, Brand Experience, Brand Personality, Brand Love and Brand Loyalty


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