BRAND TRUST: KUNCI UTAMA TRANSFORMASI BRAND EXPERIENCE DAN BRAND IMAGE MENJADI BRAND LOVE? STUDI PADA NIBRAS HOUSE

Abstract

This study aims to analyze the mediating role of brand trust in the influence between brand experience and brand image on brand love in Nibras House consumers. A quantitative approach and an explanatory research type were used in the study. Purposive sampling was used to choose 100 Nibras House customers in Jombang to take part. Data were analyzed using structural equation modeling with a partial least square approach. The results of the study revealed that brand experience did not have a direct effect on brand love but had a significant effect through brand trust mediation. Brand image has a positive effect on brand love, both directly and through brand trust mediation. Brand trust is proven to be a key variable that fully mediates the relationship between brand experience and brand love and partially mediates the relationship between brand image and brand love. These findings indicate that in the Muslim fashion industry, consumer trust is an important foundation that must be built before being able to create brand love.