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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

Author

Listed:
  • Ria Maharani Ridhwan

    (Faculty of Economic and Business, University of Brawijaya, Jember street, 68466, Banyuwangi, Indonesia)

  • Wahdiyat Moko

    (Ph.D., Faculty of Economic and Business, University of Brawijaya, Candi Bajang Ratu street II/24 Malang, 65125, Malang, Indonesia)

  • Djumilah Hadiwidjojo

    (Professor, Faculty of Economic and Business, University of Brawijaya,Cimahi street No. 12 Malang65113, Malang, Indonesia)

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. Key Words:E-brand, e- brand loyalty, e-brand trust, e- brand love

Suggested Citation

  • Ria Maharani Ridhwan & Wahdiyat Moko & Djumilah Hadiwidjojo, 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), Center for the Strategic Studies in Business and Finance, vol. 10(3), pages 132-138, April.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:3:p:132-138
    DOI: 10.20525/ijrbs.v10i3.1154
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    3. Oecd, 1997. "Measuring Electronic Commerce," OECD Digital Economy Papers 27, OECD Publishing.
    4. Khan, Imran & Rahman, Zillur, 2015. "Brand experience anatomy in retailing: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 60-69.
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    Cited by:

    1. Hanny Lubaba & Fatchur Rohman & Surachman, 2022. "Leveraging experience quality to increase loyalty of digital wallet user in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 46-56, July.

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