CUSTOMER TRUST AND COMMITMENT AS MEDIATOR IN THE RELATIONSHIP AMONG BRAND LOGOIDENTIFICATION, OVERALL BRAND LOGOBENEFIT WITH CUSTOMER LOYALTY

Sri Vandayuli Riorini, Christine Catur Widayati

Abstract


The purpose of the research is to analyze the effect of brand logo identification, overall brand logo benefit to the purchase intention through the trust and commitment of budget hotel customers. A sample of 200 respondents were selected using purposive sampling technique. Data were analyzed by Structural Equation Model (SEM). Research carried out found that: (1) brand logo identification has direct and positive impact on customer trust, but does not affect the customer commitment, and purchase intention, (2) overall brand logo benefits have direct and positive impact on customer trust, customer commitment, and purchase intention, (3) customer trust has direct and positive impact on customer commitment (4) customer commitment has direct and positive impact on purchase intention, (5) the indirect influence of overall brand logo benefit to the customer commitment through customer trust, is stronger than the direct influence of overall brand logobenefit to the customer commitment, and (6) the indirect influence of the overall brand logo benefit to purchase intention through customer trust and customer commitment, is stronger than the direct influence of overall benefit brand logo on purchase intention. For further research, it is recommended that it could be applied to other types of hotels and other services.

Keywords


brand logo identification, overall brand logo benefit, customer trust, customer commitment, purchase intention

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