Analisis Hubungan Antara Brand Experience, Brand Trust, Dan Brand Love Terhadap Purchase Intention Pada Konsumen Ms Glow
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Putri, Yulike Krisnawati
Subject
330 - ECONOMICS
Datestamp
2023-06-20 03:03:12
Abstract :
This study aims to determine the analysis of the relationship between Brand Experience, Brand Trust, and Brand Love on Purchase Intention as an intervening variable. The population of this study is people in Sidoarjo district who use Ms Glow products and are aged 19-25 years. The sample in this study were 122 respondents. The method used in this study is a quantitative method. Data analysis using path analysis (SEM) WarpPLS 8.0. The results of this study indicate that brand experience and brand trust variables have a significant effect on brand love, while brand trust and brand love have a significant effect on Purchase Intention. As well as brand experience and brand love have a significant effect on purchase intention. Keyword : Brand Experience, Brand Trust, Brand Love, Purchase Intention
This study aims to determine the analysis of the relationship between Brand Experience, Brand Trust, and Brand Love on Purchase Intention as an intervening variable. The population of this study is people in Sidoarjo district who use Ms Glow products and are aged 19-25 years. The sample in this study were 122 respondents. The method used in this study is a quantitative method. Data analysis using path analysis (SEM) WarpPLS 8.0. The results of this study indicate that brand experience and brand trust variables have a significant effect on brand love, while brand trust and brand love have a significant effect on Purchase Intention. As well as brand experience and brand love have a significant effect on purchase intention. Keyword : Brand Experience, Brand Trust, Brand Love, Purchase Intention
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