FAKTOR–FAKTOR YANG MEMPENGARUHI BRAND TRUST DAN BRAND COMMITMENT PADA SITUS BUKALAPAK.COM DI SURABAYA
ABSTRACT: The purpose of this
research is to know the influence of the Security, Privacy, Brand Name, Word of
Mouth, Experience, Trust and Brand Information to influence Brand Trust of
Brand Commitment on the online store on the site www.bukalapak.com. The design
of this research is research that explains the causal relationship cause due to
the influence of the free variables of variables are bound. The variable in
this study i.e. latent exogenous (non variable), namely: Security, Privacy,
Brand Name, Word of Mouth, Experience, Information. While mediating (between variables),
namely: Brand Trust and endogenous latent (variable), namely: Brand Commitment.
The number of samples as many as 170 research samples. Technique of data
analysis using Structural Equation Modeling with Lisrel program. The findings
of this study indicate that the influence of the Security, Privacy, Brand Name,
Word of Mouth, Experience, Trust and Brand Information to influence Brand Trust
of Brand Commitment on the online store on the site www.bukalapak.com. Brand
Trust is able to strengthen the
influence of the free variables of the
Brand Commitment. That confidence may provide a reference brand for consumers
that have a commitment to and confidence in the brand, the brand itself can
strengthen the influence of the Security, Privacy, Brand Name, Word of Mouth,
Experience, Information
Keywords: Security, Privacy,
Brand Name, Word of Mouth, Experience, Information, Brand Trust, Brand
Commitment, www.bukalapak.com
Penulis: AGUNG SEPTIAN
ARDYANTO
Kode Jurnal: jpmanajemendd130689
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