FAKTOR-FAKTOR YANG MEMPERNGARUHI BRAND LOYALTY PADA WEB AIRASIA DI SURABAYA

Abstract

Aimed to this study determine the influence of Quality of Information , Security / Privacy , Perceived Risk , Word of Mouth , Good Online Experience , and Brand Name / Brand Reputation against Brand Trust consumer web AirAsia in Surabaya , and how the influence of Brand Trust on Brand Loyalty consumer web AirAsia in Surabaya . The sample used in this research that women and men , live in Surabaya with vulnerable age between 18-45 years who make purchases on the web AirAsia more than two times in the past year. Respondent number is 145 people . For processing and analyzing the data in this study is using Structural Equation Modeling ( SEM ) with AMOS 16.0 software as the software to process the data . The analysis showed that the variable Brand Trust has a positive impact on Brand Loyalty , where variable Brand Trust itself is influenced by several variables , such as variable Quality of Information , Security / Privacy , Perceived Risk , Word of Mouth , Good Online Experience , and Brand Name / Reputation . However, Perceived Risk variable is not significant. The empirical findings indicate that the variable Brand Name / Reputation has the most influence on Brand Trust with the influence of 0.22 , followed by a variable Security / Privacy and Good Online Experience with 0.21 and variable influences Quality of Information with the influence of 0.20 , then the variable Word of Mouth with the influence of 0.19 . While the variable Perceived Risk has a positive but not significant effect on the variable Brand Trust with the influence of 0.05 .