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

Ria Maharani Ridhwan, Wahdiyat Moko and Djumilah Hadiwidjojo
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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

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 3, 132-138

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

Date: 2021
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