The effect of perceived influence on brand loyalty mediated by brand trust among automotive consumers in YouTube

Abstract

This study examines the impact of perceived influence on word-of-mouth and repurchase intentions, with brand trust as a moderator. This is an explanatory study using a quantitative approach. The study population consisted of Indonesians who had purchased a Yamaha brand motorcycle and followed automotive influencers on YouTube social media. Purposive sampling was utilized for the study. There were 206 samples in the study sample. This study collected data through surveys and documentation, and the instrument was tested using Likert scales. The data were analyzed using structural equation model partial least squares (SEM-PLS) modeling. The results of this study showed that Perceived Influence can increase attitude loyalty and behavioral loyalty of Yamaha motorcycle consumers. In Addition, Brand trust can increase behavioral loyalty and consumer attitudes influenced by automotive influencers on YouTube and social media. Brand Trust plays a partial mediating role in the influence of Perceived Influence on attitude and behavioral loyalty. The findings of this study suggest that Yamaha must pay attention to building attitudinal and behavioral consumer loyalty.