Proceedings of the 5th Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-5 2020)

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The Effect of Brand Communication, Brand Image and Perceived Social Media on Brand Loyalty With Brand Trust as a Variable of Mediation in Rendang Asese in Padang City

Authors
Fauziah Maya Permatasari, Vidyarini Dwita
Corresponding Author
Fauziah Maya Permatasari
Available Online 27 November 2020.
DOI
10.2991/aebmr.k.201126.073How to use a DOI?
Keywords
Brand Communication, Brand Image, Perceived Social Media, Brand Trust, Brand Loyalty
Abstract

This study aims to determine the effect of brand communication, brand image and perceived social media on brand loyalty with brand trust as a mediating variable in Rendang Asese in Padang City. The population in this study are consumers who have consumed Rendang Asese using primary data. The sampling technique uses purposive sampling. The number of samples in this study were 130 respondents. Data analysis method used is to use a partial least square (PLS) structural equation model on the assistance of the SmartPLS 3 program. The results of the study show that brand trust variables have a positive and significant influence on brand loyalty. The brand communication variable has no influence on brand trust. The brand communication variable has no influence on brand loyalty through brand trust. The brand image variable has a positive and significant influence on brand trust. The brand image variable has a positive and significant influence on brand loyalty through brand trust. The brand communication variable has a positive and significant influence on brand loyalty through brand image and brand trust. The variable perceived social media has a positive and significant influence on brand trust. The variable perceived social media has a positive and significant influence on brand loyalty through brand trust.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-5 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
27 November 2020
ISBN
978-94-6239-280-9
ISSN
2352-5428
DOI
10.2991/aebmr.k.201126.073How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Fauziah Maya Permatasari
AU  - Vidyarini Dwita
PY  - 2020
DA  - 2020/11/27
TI  - The Effect of Brand Communication, Brand Image and Perceived Social Media on Brand Loyalty With Brand Trust as a Variable of Mediation in Rendang Asese in Padang City
BT  - Proceedings of the 5th Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-5 2020)
PB  - Atlantis Press
SP  - 652
EP  - 667
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201126.073
DO  - 10.2991/aebmr.k.201126.073
ID  - Permatasari2020
ER  -