MEDIASI NILAI PELANGGAN DAN KEPERCAYAAN MEREK PADA PENGARUH KEPRIBADIAN MEREK TERHADAP LOYALITAS

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Sari

Consumer purchasing decisions are based not only on product attributes such as price, design, and product function but also on the feeling or emotion when using the product so that it will be closed between the brand and consumers who will be able to maintain long-term relationships. This research aims to develop a relationship between the brand personality, as well as putting customer value and brand trust be mediating variables. The population in this study were students Blackberry smartphone users in Malang City. The total sample of 307. The data were collected by accidental sampling techniques and processed using GSCA analysis. The results showed that the effect of Brand Personality is not positive significant  on Brand Loyalty but positive significant effect on Brand Loyalty mediated by Customer Value and Brand Trust. The implications of this study is giving information for the Marketing Manager to develop a marketing strategy to build brand loyalty based on the Psychological aspects.

 

 

Kata Kunci

kepribadian merek; nilai pelanggan; kepercayaan merek dan loyalitas merek

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