@mastersthesis{eprintuntirta48122,
          school = {Universitas Sultan Ageng Tirtayasa},
            note = {Penelitian ini bertujuan untuk mengetahui pengaruh brand personality terhadap
brand loyalty dengan brand trust sebagai variabel intervening. Jenis penelitian yang
digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif. Populasi
dalam penelitian ini adalah seluruh pelanggan Uwais Hijab di Kota Cilegon. Teknik
pengambilan sampel yang digunakan adalah purposive sampling. Jumlah sampel
yang digunakan sebanyak 125 sampel. Metode analisis data dengan menggunakan
Structural Equation Modelling (SEM) dengan SmartPLS 3.0. Hasil penelitian
menunjukkan bahwa brand personality berpengaruh positif tetapi tidak signifikan
terhadap brand loyalty, brand personality berpengaruh positif dan signifikan
terhadap brand trust, brand trust berpengaruh positif dan signifikan terhadap brand
loyalty, consumer brand engagement berpengaruh positif dan signifikan terhadap
brand loyalty, consumer brand engagement berpengaruh positif dan signifikan
terhadap brand trust, brand trust memediasi hubungan antara brand personality
dan brand loyalty secara positif dan signifikan, dan brand trust memediasi
hubungan antara consumer brand engagement dan brand loyalty secara positif dan
signifikan.},
          author = {Ernie Larasari},
            year = {2022},
           title = {MEMBANGUN BRAND LOYALTY MELALUI BRAND TRUST (Studi pada Konsumen Uwais Hijab di Kota Cilegon)},
        abstract = {This study aims to determine the effect of brand personality on brand loyalty with brand trust as an intervening variable. The type of research used is descriptive quantitative research. The population in this study were all Uwais Hijab customers in Cilegon. The sampling technique used is purposive sampling. The number of samples used as many as 125 samples. Data analysis method using Structural Equation Modeling (SEM) with SmartPLS 3.0. The results show that brand personality has a positive but not significant effect on brand loyalty, brand personality has a positive and significant effect on brand trust, brand trust has a positive and significant effect on brand loyalty, consumer brand engagement has a positive and significant effect on brand loyalty, consumer brand engagement has an effect positive and significant towards brand trust, brand trust mediate the relationship between brand personality and brand loyalty in a positive and significant, and brand trust mediate the relationship between consumer brand engagement and brand loyalty in a positive and significant way},
        keywords = {brand personality; brand trust; consumer brand engagement; brand loyalty
brand personality, brand trust, consumer brand engagement, brand
loyalty},
             url = {https://eprints.untirta.ac.id/48122/}
}