期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2016
卷号：18
期号：1
页码：33-44
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1) Brand experience influenced brand trust positively and significantly; (2) The trust against a brand loyalty affect brand positively and significantly; (3) Brand experience have positive and significant effect on emotional attachment; (4) Emotional attachment affects brand trust positively and significantly; (5) Brand trust have the influence of brand loyalty positively but not significant.
