The automotive industry has an important role in providing transportation in all distribution activities, the automotive industry also provides convenience in traveling with more effective and efficient time, cost and energy. The advantage of motorized transportation is that it can deliver faster, safer, more comfortable, and easier travel distances on land. The human need for traveling mobility is increasing so that it will automatically increase the need for transportation that has effectiveness and efficiency (Romdonah, Fathoni & Haryono, 2015). The purpose of brand communication is to increase customer awareness and memory of the brand so that customers will buy a brand that they always remember which can increase customer satisfaction (Zehir et al., 2011). Because customer engagement is a psychological result of the experience when using a brand that motivates customers to form perceptions and influences engagement between customer behavior and the brand (Hussein, 2018).Thus, Yamaha customers will be happy and feel comfortable so that brand communication and brand experience from Yamaha can be felt by customers who can add positive value to Yamaha's brand image in the community, taking into account consumer input and desires. Chinomona (2016), discusses brand communication, brand image and brand trust as antecedents of brand loyalty in the Gauteng Province of South Africa which resulted in a significant positive relationship. Winnie & Keni's research (2020), produces a positive relationship by discussing the predictions of brand experience and perceived quality on brand loyalty Global Fashion Brands: Brand trust as a mediating variable. However, the research of Rahmat & Marso (2020), has insignificant results on the brand experience variable on brand loyalty and brand image on brand loyalty in their research.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.