ANTESEDEN DAN KONSEKUENSI DARI BRAND TRUST PADA PELANGGAN PUSAT KESEHATAN MASYARAKAT DI PAPANGGO II

Irena Paska

Abstract


The background of this research refers to a previous study conducted by Kemp et al., (2012). The
objectives of this research was to determine whether the Brand Trust has an influence on the
Affective Commitment and Affective Commitment to Brand Advocacy on public health services.
The design of this research applies primary data obtained by distributing questionnaires directly
to the 200 users of health services in a community health center in Jakarta. Data analysis used in
this research was Structural Equation Model (SEM). The results of this research conclude that
there is a positive influence on Brand Trust Affective commitment. There is a positive influence
affective commitment to Brand Advocacy.
Keywords : Brand trust, Affective Commitment, Brand Advocacy


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DOI: http://dx.doi.org/10.25105/jmpj.v8i1.1404

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