The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty

DOI

10.2991/insyma-19.2019.31How to use a DOI?

Keywords

brand, brand communication, brand image, brand satisfaction, brand trust, brand loyalty

Abstract

The purpose of the study is to analyze and determine the influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty of Teh Pucuk Harum in Surabaya. This study used 170 respondents who are residing in Surabaya, minimum education level of high/vocational school, having consumed Teh Pucuk Harum products, having seen and observed promotional activities of Teh Pucuk Harum, and knowing the differences between Teh Pucuk Harum products and other packaged tea products. This research used Structural Equation Modeling (SEM) approach with Lisrel 8.7 for Windows. Sampling technique used in this research was non-probability sampling with purposive sampling type. The data were collected directly from respondents who meet the characteristics of the population by spreading questionnaires. The results of this study show that brand communication, brand image, brand satisfaction, and brand trust have a positive and significant influence on brand loyalty of Teh Pucuk Harum in Surabaya.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Annisa Dieni Eka Putri
AU  - Ms. Indarini
AU  - Dudi Anandya
PY  - 2019/03
DA  - 2019/03
TI  - The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty
BT  - Proceedings of the 16th International Symposium on Management (INSYMA 2019)
PB  - Atlantis Press
SP  - 122
EP  - 125
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-19.2019.31
DO  - 10.2991/insyma-19.2019.31
ID  - Putri2019/03
ER  -