The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust

A study on Go-Pay users in Go-Jek application in Malang City

Authors

  • Ria Maharani Ridhwan University of Brawijaya
  • Wahdiyat Moko
  • Djumilah Hadiwidjojo

DOI:

https://doi.org/10.20525/ijrbs.v10i3.1154

Keywords:

E-brand, e- brand loyalty, e-brand trust, e- brand love

Abstract

This study aims to examine the problem of the effect of e-brand experience on e-brand loyalty that mediated by e-brand love and e-brand trust (a study of go-pay users in the Go-Jek application in Malang). This research used one independent variable that is e-brand experience, the variable e-brand trust and e-brand love as a mediating variable, and the variable e-brand loyalty as the dependent variable. This research uses non-probability purposive sampling. The population in this research was all Go-Pay users in the Go-Jek application in Malang City. The sample is 130 respondents based on the specified criteria. Analysis of research data using SEM PLS. Based on the analysis conducted in this research show that e-brand experience did not have a significant effect on e-brand loyalty directly, whereas if it mediated by e-brand trust and e-brand love so the relationship between e-brand experience and e-brand loyalty becomes significant.  

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Published

2021-05-01

How to Cite

Ridhwan, R. M., Moko, W., & Hadiwidjojo, D. (2021). The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust: A study on Go-Pay users in Go-Jek application in Malang City. International Journal of Research in Business and Social Science (2147- 4478), 10(3), 132–138. https://doi.org/10.20525/ijrbs.v10i3.1154

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Section

Strategic Approach to Business Ecosystem and Organizational Development