THE EFFECT OF BRAND PERSONALITY ON TRUST, ATTACHMENT, AND COMMITMENT TO THE BRAND IPHONE USERS – CASE STUDY TANGERANG RAYA

Abstract

Abstract: The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand’s perceived personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. In addition to the links between brand personality and its relational consequences, the interdependence links amongst these consequences are also considered. The objectives of this research was : (a) brand personality have an effect on trust in the brand, (b) brand personality have an effect on attachment in the brand, (c) brand personality have an effect on commitment in the brand, (d) trust in the brand have an effect on attachment in the brand, (e) attachment in the brand have an effect on commitment in the brand.Brand personality plays an important role in creating a brand, and plays an important role in brand attributes, because consumers look for products that reflect their own image. The design of this research applies a survey toward unit of analysis onconsumers iPhone to interview for testing hypothesis. Meanwhile the required data consist of four variables; brand personality as independent variable, trust in the brand and attachment to the brand as intervening variables and commitment to the brand asdependent variable. The aggregate numbers of consumers iPhone that being respondent of the study are 185. Data analysis used in this research was consists of Structural Equation Method by AMOS 7.0 as software. The result of this research conclude that variable of brand personality had an effect on trust and commitment in the brand, and didn’t had an effect on attachment in the brand, trust in the brand have an effect on attachment in the brand and attachment in the brand have an effect on commitment in the brand.

Keywords: brand personality, trust, attachment, and commitment.