Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan
DOI:
https://doi.org/10.34127/jrlab.v12i2.768Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan kepercayaan merek terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan. Populasi dan sampel penelitian ini adalah pengguna iPhone di SoloRaya sebanyak 230 responden. Jenis data yang digunakan pada penelitian ini adalah data primer. Metode pengumpulan data dengan menggunakan kuesioner dan di olah menggunakan alat analisis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kepercayaan merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan, citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepercayaan merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, citra merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan, dan kepercayaan merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan. Penelitian ini dimaksud dapat memberikan gambaran mengenai pengaruh citra merek dan kepercayaan merek terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan sehingga dari hasil penelitian ini diharapkan dapat membantu perusahaan untuk meningkatkan citra merek dan kepercayaan merek.
Kata kunci: Citra Merek, Kepercayaan Merek, Kepuasan Pelanggan, Loyalitas Pelanggan.
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