A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia

Ida Hidayanti; Nuryakin; Naili Farida

Article Details

Research Article Volume 12 Issue 3

A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia

Ida Hidayanti • Nuryakin • Naili Farida

Published: 20 Apr 2018 Issue:Volume 12 Issue 3 Apr 2018 Author details below

Ida Hidayanti

Economics and Business Faculty, Diponegoro University, Semarang

Nuryakin

Management Department Universitas Muhammadiyah Yogyakarta

Naili Farida

Economics and Business Faculty, Diponegoro University, Semarang

Brand experience brand satisfaction brand trust brand commitment brand loyalty

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Abstract

Research summary

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.

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Published 20 Apr 2018

How to Cite

Hidayanti, I., Nuryakin, & Farida, N.. (2018). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Research, Volume 12 Issue 3.

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APA

Hidayanti, I., Nuryakin, & Farida, N.. (2018). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Research, Volume 12 Issue 3.

MLA

Hidayanti, Ida, et al.. "A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia." Journal of Business and Retail Management Research, Volume 12 Issue 3, 2018.

Chicago

Ida Hidayanti, Nuryakin, and Naili Farida. "A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia." Journal of Business and Retail Management Research Volume 12 Issue 3 (20 Apr 2018).

Harvard

Hidayanti, I., Nuryakin, & Farida, N. (2018) A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Research, Volume 12 Issue 3

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