Brand Experience and Brand Loyalty : A Case of Smartphone Brand in Indonesia

Sugianto; Vivi

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The International Proceedings aims to publish high-quality scholarly works across multidisciplinary fields, fostering innovation and the exchange of ideas. The scope of the Proceedings includes, but is not limited to, the following three major areas:

Economics and Business Fields: Economics, Digital Business, Accounting, Management, Finance, Communication, HR, Marketing, Business Administration, Public Relations, Strategic Management, Sharia Economics, Sharia Banking, Entrepreneurship, Taxes, Accounting Information Systems, and the like.

IT/Computer Field: Information Technology, Informatics, Computers, Data Mining, Information Systems, Data Base/Programming, Networks, Cyber Security, Embeded Systems, Internet of Things, Software Engineering, Data Science, Artificial Intelligence, Multimedia, Games and Animation and the like.

Health Sector: Medicine, Nursing, Midwifery, Pharmacy, Health Analyst/Medical Laboratory Technology, Physiotherapy, Hospital Administration, Medical Records. Health Information Management, Public Health, Health Law, Electro Medical, Radiology, Anesthesia, Nutrition, Medical Rehabilitation, Blood Bank, K3, Environmental Health, Health Promotion and the like.

Published Oct 10, 2022

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Vol 2 No 3 (2022): International Conference And Call For Proceedings - Scope of Economy and Bussiness

Sugianto

Vivi

Abstract

This study aims to investigate the effects of brand experience, brand commitment, and brand trust on brand loyalty of smartphone brands in Indonesia. The study was conducted using an online survey. Partial least squares structural equation modeling was used as the analysis method for testing the hypotheses. The data analysis results indicated that brand experience significantly influenced brand commitment, brand trust and brand loyalty. The study also shows brand commitment has significant influence on brand loyalty. However, the results showed that brand trust has no significant influence on brand loyalty. Marketing managers can benefit from the findings of this study by understanding the dynamics of how brand experience, brand commitment, and brand trust build brand loyalty

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