PENGARUH BRAND EXPERIENCE DAN BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Maskapai Lion Air di Kota Semarang).

Abstract

This research caused by the development of business transporting , especially the air line route who that they are still needed by the community in Indonesia . This phenomenon characterized by abundance flight services as garuda indonesia, lion air, citilink, sriwijaya air, batik air and many more. Lion Air became one of the airline by offering low cost and most attractive to the community,hasbeenprovenbytopbrandindex2012-2016 tothesecondposition after garuda indonesia. However, there were fluctuations on 2012-2016 and last yearadeclineinthenumberofpassengersinKotaSemarangon2016. This research aims to determine the effect of brand experience and brand image on brand loyalty through brand trust as intervening variable of lion air airline. The type of this research is explanatory research, with data collection techniques through The questionnaire. Using the technique of sampling with purposive sampling. Sample in thisresearch were 112 respondent consistsof Lion Air Airline Users in Kota Semarang. The Technique to collect data in this researchthroughthequestionnaire. This research use qualitative analysis technique and quantitative analysis technique. Quantitative analysis use validity test, realibility test, correlation coefficient, simple and multiple regression analysis, determination coefficient, significationtestthatBeingtesteduseSPSSforWindows. The results showed that there are positive effect of brand experience to brand trust, positive effect of brand image to brand trust, positive effect of brand experience to brand loyalty, positive effect of brand image to brand loyalty, positive effect of brand trust to brand loyalty, positive effect of brand experience to brand loyalty through brand trust as intervening variable, and positive effect of brandimagetobrandloyaltythroughbrandtrustasinterveningvariable.