Analysis of brand relationship, brand personality, brand loyalty through brand commitment on products bang fish in Medan city

Brand loyalty is a form of emotional and rational attachment of consumers to a brand, which is reflected in consumers' preference to continue to buy products or services from the brand. The purpose of this study is to partially analyze brand relationships, brand personality, and brand loyalty through brand commitment to bang fish products in Medan City. The population is customers of bang fish products in the city of Medan which amounted to 196 respondents. The data collection method is by distributing questionnaires. The data analysis method used is structural equation modeling-partial least squares (SEM-PLS) using SmartPLS software 4.The results of the study show that all the results of the significant influence between Brand Relationship affect Brand Loyalty, Brand Relationship affect Brand Commitment, Brand Personality affect Brand Loyalty, Brand Personality affect Brand Commitment, Brand Commitment has a positive effect on Brand Loyalty, Brand Commitment significantly mediates the relationship between Trialability and Brand Loyalty, Brand Commitment significantly mediates the relationship between Brand Relationship and Brand Loyalty, Brand Commitment significantly mediates the relationship between Brand Personality and Brand Loyalty.