The Effect of Brand Salience and Brand Perception on Brand Evangelism of Gili Trawangan Lombok Tourism with Brand Happiness as a Mediating Variable
Abstract
This study aims to determine the effect of brand salience and brand perception on brand evangelism for Gili Trwangan Lombok tourism with brand happiness as a mediating variable, the type of research used is associative research with a quantitative approach using purposive sampling techniques. The number of respondents used in this study were 140 respondents. The analysis method used in this research is Structural Equation Modelling - Partial Last Square (SEM-PLS). The results of this study indicate that brand salience has a positive and significant effect on brand happiness, while brand salience on brand evangelism has a positive but insignificant effect. Brand perception has a positive and significant effect on brand happiness, brand perception has a positive and significant effect on brand evangelism. Directly brand happiness has a positive and insignificant effect on brand evangelism. Indirectly, brand happiness has not been able to mediate the effect of brand salience and brand perception on brand evangelism.
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DOI: http://dx.doi.org/10.18415/ijmmu.v11i8.6148
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