Peran Consumer Brand Trust pada Consumer Brand Engagement dan Brand Image terhadap Local Brand Attitude
DOI:
https://doi.org/10.35591/wahana.v28i2.975Keywords:
Brand Engagement, Local Brand Attitude, Brand ImageAbstract
This study aims to analyze the influence of customer brand engagement and brand image on customer brand trust and local brand attitude, and analyze the mediating role of customer brand trust on customer brand engagement and brand image. The respondents of this study were people in Yogyakarta, 133 respondent. Based on the results of the analysis using sem-pls, it was concluded that Customer Brand Engagement has a significant positive effect on Local Brand Attitude, Brand Image has a significant positive effect on Local Brand Attitude, and Consumer Brand Trust mediates Customer Brand Engagement and Local Brand Image.
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