The Influence of Brand Experience, Brand Reputation, and Brand Engagement on Brand Loyalty with Brand Trust as a Mediating Variable: A Case Study of PT. BPR BKK Taman
Keywords:
brand experience, brand reputation, brand engagement, brand trust, brand loyaltyAbstract
This study aims to analyze the influence of Brand Experience, Brand Reputation, and Brand Engagement on Brand Loyalty, with Brand Trust serving as a mediating variable, among customers of PT. BPR BKK Taman Pasar Banjardawa Branch, Pemalang. Utilizing a quantitative method with purposive and accidental sampling techniques, data were collected from 100 respondents and analyzed through classical assumption tests, t-tests, multiple linear regression, and the Sobel test. The instrument tests indicated that all items are valid and reliable (Cronbach’s Alpha coefficient > 0.60). Partial research findings demonstrate that Brand Experience (t count 2.583), Brand Reputation (t count 3.171), Brand Engagement (t count 4.361), and Brand Trust (t count 3.824) significantly influence Brand Loyalty (where t count > t table 1.984). Furthermore, the Sobel test results confirm that Brand Trust significantly mediates the effects of Brand Experience (t count 5.096), Brand Reputation (t count 4.468), and Brand Engagement (t count 5.343) on Brand Loyalty. Overall, this research underscores the crucial role of Brand Trust in strengthening customer loyalty through positive brand experience, reputation, and engagement.
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