Loyalty Model of Rupiah Usage on the Indonesia-Malaysia Border in Nunukan Regency, North Kalimantan Province

Putra Jaya Kesuma

Abstract


This study aims to analyze the role of Brand Trust in moderating the influence of Brand Image and Brand Awareness on Brand Loyalty Usage of Rupiah. The population in this study were the people on the Indonesia-Malaysia border in Sebatik District, Nunukan Regency, North Kalimantan Province. The sampling technique used accidental sampling, namely the people of Nunukan Regency who work as farmers, entrepreneurs, traders and other economic drivers with an age limit ranging from 20-60 years based on coincidence. The statistical analysis used descriptive analysis with Smart PLS software. The results of the analysis showed that Brand Awareness had an effect on Brand Loyalty Usage of Rupiah. While Brand Image had no effect on Brand Loyalty Usage of Rupiah. After entering Brand Trust as a moderating variable, the results showed that Brand Trust strengthened the influence of Brand Awareness on Brand Loyalty Usage of Rupiah. However, Brand Trust is not able to strengthen Brand Image towards Brand Loyalty Usage of Rupiah.

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DOI: http://dx.doi.org/10.30659/jrbi.v20i1.43360

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