PERAN BRAND TRUST DALAM MEMEDIASI BRAND EXPERIENCE, BRAND PERSONALITY DAN BRAND COMMUNITY TERHADAP BRAND LOYALTY

Abstract

This study aims to know and analyze the influence of brand experience, brand personality
and brand community to brand loyalty with brand trust as a variable intervening on Oriflame
products .. The population is the consumer who ever bought the product Oriflame in Semarang,
with the number of samples of 100 respondents. The sampling technique used in this research
is convenience sampling or convenience .. The analysis tool is path analysis, where previously
tested the validity and reliability as well as the classical assumption test.Test results show that
brand experience, brand personality and brand personality proved to have a significant positive
effect on brand trust and brand loyalty. Brand trusts have a positive influence on brand loyalty.
Brand trust can be an intervening variable between brand experience and brand personality
toward brand loyalty. Brand trust can be an intervening variable between brand community
towards repurchase meaning higher brand community, the more consumers can strengthen
the understanding of its members due to high trust to Oriflame brand, so that will increasingly
increase customer loyalty to the brand.

Keywords: Brand experience, brand personality, brand community, brand trust brand loyalty