PENGARUH BRAND PERSONALITY PADA BRAND TRUST, BRAND ATTACHMENT, BRAND COMMITMENT, DAN BRAND LOYALTY

Abstract

This study aims to examine the effect of brand personality on brand trust, brand attachment, brand commitment and brand loyalty. Structural Equation Modeling (SEM) is used as analytical method. This study used purposive
sampling techniques for sampling, as many as 230 young people aged 18-21 years old who live in Surakarta and intends to be loyal to soft drink Coca-Cola brand. This study shows positive effect brand personality to
brand trust, brand commitment and brand loyalty; positive effect brand trust to brand attachment; positive effect brand attachment to brand commitment; positive effect brand commitment to brand loyalty; brand
personality has no effect to brand attachment, and brand trust has no effect tot brand loyalty. Object of this study is limited to soft drink Coca-Cola brand with a limited range of research areas in the city of Surakarta.
Future studies are expected to conduct research with two objects at once, such as Coca-Cola and Pepsi or Coca-Cola and Nike.Implications of this study is the increased knowledge about the influence of brand
personality on brand trust, brand attachment, brand commitment, and brand loyalty, so that The Coca-Cola Company and Coca-Cola marketer can determine the appropriate policy to guide and strengthen lasting
relationships between brands with consumers.

Key words: Brand, brand personality, trust, attachment, commitment, and loyalty.