The Effect of Brand Communication, Brand Experience, and Brand Image on Yamaha Brand Loyalty in West Jakarta: Brand Trust as a Mediation Variable

Abstract

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.

The Role of Decisions in Intervening Website Quality, e-Promotion, and e-Trust towards e-Repurchase Intention on e-Commerce

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The Influence of the Marketing Mix on Customers' Loyalty in the Fast Food Restaurants in Upper Egypt: Customers' Satisfaction as a Mediator

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The Impact of eWOM on Trust Inclination and Information Adoption in the Sociolla Platform

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