The Influence of Brand Experience Through Brand Trust and Brand Satisfaction Toward Brand Loyalty Consumer at Carl's Jr Surabaya
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Abstract
One of the business world that continues to experience growth is the food and beverage business, like one restaurant in Indonesia is Carl's Jr. In the face of increasingly fierce competition, Carl's Jr. continues to enhance brand experience, brand trust, and brand satisfaction so as to foster consumer loyalty to Carl's Jr. brand. The aims of research is to know the influence of brand experience on brand trust, brand satisfaction and brand loyalty; know the effect of brand trust on brand loyalty; know the influence of brand satisfaction on brand loyalty and consumer trust brand at Carl's Jr. Surabaya. The type of research used is associative research. The population in this study were all customers of Carl's Jr. Surabaya, while the sample taken as many as 290 respondents by using purposive sampling technique. Data collection was done by distributing questionnaires. Data analysis technique used is SEM analysis by using AMOS program. The results in this study indicate that: (1) brand experience significant effect on brand trust; (2) brand experience have a significant effect on brand satisfaction; (3) brand experience has significant effect on brand loyalty; (4) brand trust has significant effect on brand loyalty; (5) brand satisfaction has significant effect on brand loyalty; (6) brand satisfaction has significant effect on brand trust.
Keywords: Brand Experience, Brand Trust, Brand Satisfaction, Brand Loyalty
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