Pengaruh brand image dan brand trust terhadap brand loyalty pada klub sepakbola Persib Bandung

Abstract

Indonesia has so many football clubs under PSSI, one of which is Persib Bandung from Bandung City. A top club that has a lot of supporters in Indonesia. The good image attached to the club adds to the level of trust which will also affect loyalty to the club. The study was conducted to examine the effect of brand image and brand trust on brand loyalty and whether brand trust can be a mediating variable. The sample used is 143 respondents, all of whom are members of the Viking Persib Club and use a non-probability sampling technique. Data were obtained from questionnaires distributed online using google forms which were tested with structural equation modeling (SEM). This study shows that brand image has a positive effect on brand loyalty and brand trust is able to mediate the influence of brand image on brand loyalty of Viking Persib Club in Persib Bandung.