PENGARUH PENGALAMAN MEREK TERHADAP KEPRIBADIAN MEREK DAN DAMPAKNYA PADA LOYALITAS MEREK, KEPERCAYAAN MEREK, KETERIKATAN MEREK DAN KOMITMEN MEREK PADA PENGGUNA iPhone DI SURABAYA

This research aims to examine the effect of brand experience on brand personality and the impact on brand loyalty, brand trust, brand attachment and brand commitment of iPhone user’s in surabaya. Brand experience describe as conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. And brand personality on relational consequences as loyalty, trust, attachment and commitment to improve role of brand on consumer’s behavior. Implemented by Warp PLS method to testify five hypotheses on these research. A questionnaire compraising of some 24 question was design and distributed over statistical population of the research including 99 costumers of iPhone. The type of data in use is primary data, collected data were analyzed using SPSS and Warp PLS softwares. The measurement by the use of a scale likert with scale of 1 to 5. The result in this research is the influence of each variable independent was positively significant to dependent variable and positively to moderate variabel. The obtained and analyzed results were provided. Keywords: brand experience, brand personality, brand loyalty, brand trust, brand attachment, brand commitment