Cinta Merek Sebagai Mediasi Antara Kepercayaan Merek, Gairah Merek Dan Niat Beli Kembali

<p>The purpose of this study was to examine the effect of brand passion, brand trust on repurchase intention and brand love as a mediating variable. Brand passion, brand trust and brand love directly have a significant and positive effect on repurchase intention. Brand love is a variable that...

Descripción completa

Guardado en:
Detalles Bibliográficos
Autores principales: Kadarusman Kadarusman, Evi Maria, Dwi Danesty Deccasari
Formato: article
Lenguaje:ID
Publicado: Universitas Muhammadiyah Sumatera Utara 2019
Materias:
Acceso en línea:https://doaj.org/article/f6dccdf8e35b454c8466b3902a512300
Etiquetas: Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
Descripción
Sumario:<p>The purpose of this study was to examine the effect of brand passion, brand trust on repurchase intention and brand love as a mediating variable. Brand passion, brand trust and brand love directly have a significant and positive effect on repurchase intention. Brand love is a variable that mediates the influence between brand passion and repurchase intention, with the nature of mediation is full mediation.Brand love is also a variable that mediates the influence between brand trust and repurchase intention with the full mediation nature of mediation. Increased passion and trust in the brand will increase the love for the brand which will ultimately make consumers make purchases.</p>