Title:
BUILDING BRAND-COMMITMENT

Authors:
Syamsidariah Syafril, Syarifah Hudayah, Sugeng Hariadi and Tetra Hidayati ,Indonesia

Abstract:
Consumer difficulties in making transactions are the opportunity for manufacturers to provide conveniences to consumers. It is expected that consumers can use their products and ultimately create Brand-Commitment. This study aims to analyze the effect of Customer Transaction Difficulties on Brand-Commitment. Using Structural Equation Modeling and data of 540 respondents obtained the analysis results; The Impact of Customer Transaction Difficulties on Brand-Commitment is Positive and Significant. The results of the study prove that the ideas of business opportunities, sometimes derived from difficulties experienced by consumers. Research results can also be used as a reference for entrepreneurs to build brand commitment to their products.