Brand Image and Brand Trust as Antecedents of Consumer Loyalty Mediated by Satisfaction

Annisa Nur Rahmawati, Poppy Laksita Rini

Abstract


This study aims to determine the influence of brand image and brand trust on Flip consumer loyalty in DIY mediated by satisfaction. The population in this study was all Flip users who live in DIY. The sample of this study was 100 respondents. Data collection using questionnaires and sampling techniques using purposive sampling methods. The data analysis technique used is SEM-PLS analysis including measurement of outher model, inner model, and hypothesis test through bootstrapping method with the help of SmartPLS 4.0 software. The results showed that: (1) Brand image directly has a positive and significant effect on Flip consumer loyalty in DIY (2) Brand image has no effect on Flip consumer loyalty in DIY with satisfaction as a mediating variable (3) Brand Trust directly has no effect on Flip consumer loyalty in DIY (4) Brand Trust has a positive and significant effect on Flip consumer loyalty in DIY with satisfaction as a mediating variable.

Keywords: Brand Image; Brand Trust; Consumer Loyalty; Satisfaction

   


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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

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