The Influence Of Brand Experience And Brand Image On Brand Loyalty With Brand Trust As A Mediation Variable (Case Study Of FCL Modest In Pekanbaru City)

Laisitha  Sundari; Rina  Djunita Pasaribu; Maria  Sugiat

doi:10.46729/ijstm.v5i6.1160

Laisitha Sundari Faculty of Economics and Business, Telkom University, Bandung, Indonesia
Rina Djunita Pasaribu Faculty of Economics and Business, Telkom University, Bandung, Indonesia
Maria Sugiat Faculty of Economics and Business, Telkom University, Bandung, Indonesia

DOI: https://doi.org/10.46729/ijstm.v5i6.1160

Keywords: Brand experience, brand image, brand trust and brand loyalty.

Abstract

Famys Circle Label (FCL) is a modest fashion brand that offers thousands of articles from well-known local modest brands in Indonesia and is the only brand in Pekanbaru, giving it a strong competitive edge in the modest fashion market due to its ability to attract a variety of customer groups with diverse tastes and fashion styles. This study aims to examine the effect of brand experience and brand image on brand loyalty, with brand trust as a mediating variable.The research uses a quantitative method with a descriptive approach to illustrate the characteristics of a group, such as the characteristics of users or products, estimate product users' characteristics, and understand users' perceptions of a product. The study uses non-probability sampling, with 384 respondents who are FCL consumers. The data was processed and analyzed using Structural Equation Modeling (SEM) with SmartPLS3 software.The study results show a partial positive and significant effect of brand experience and brand image on brand loyalty and brand trust. Simultaneous testing also showed the same results, where the independent variables had a positive and significant effect on the dependent variable, brand loyalty, mediated by the intervening variable brand trust among FCL consumers in Pekanbaru City.

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