The Effect of Perceived Quality and Brand Image on Brand Loyalty through Brand Trust as a Mediation Variable (Study of Samsung Smartphone Users in Semarang City)
Journal Title: Journal of Economics, Finance and Management Studies - Year 2022, Vol 5, Issue 09
Abstract
The users of Smartphone Indonesia continue to increase every year. This causes the competition of business actors in the technology sector to increase, so that business actors in the technology sector must implement strategies in order to remain competitive with their competitors. Samsung is a company engaged in technology. Samsung makes efforts in terms of maintaining the overall quality and also pays attention to the brand image owned by Samsung. The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty through brand trust as a mediating variable. The number of research respondents was 120 respondents with a sampling technique with non-probability sampling, namely the purposive sampling method. The type of research is explanatory research with data processing using the Smart PLS 3.2.9 application. The results showed that both perceived quality and brand image had a positive and significant influence on brand trust. The influence between perceived quality and brand image on brand loyalty directly shows positive and significant results. Meanwhile, brand trust as a mediating variable shows an indirect effect on perceived quality and brand image on brand loyalty, which shows positive and significant results so that the brand trust variable is said to be able to partially mediate this effect.
Authors and Affiliations
Annisa Uswatun Khasanah, Reni Shinta Dewi, Ngatno
Keywords
Related Articles
- EP ID EP720384
- DOI 10.47191/jefms/v5-i9-07
- Views 68
- Downloads 0
The Effect of Work Environment and Compensation on Turnover Intention of Permanent Employees of Educational Workers at Perbanas Institute with Job Satisfaction as an Intervening Variable
This study analyzes work environment (WE) and compensation’s effect on turnover intention (TI) among permanent education staff of Perbanas Institute with job satisfaction (JS) as intervening variable. Employing quantitat...
Tracking the Trail of Regional Financial Performance: Economic Growth as a Bridge towards Poverty Reduction
This study aims to see and determine the indirect influence of regional government financial performance on poverty through economic growth in Indonesia. The analysis method used is multiple linear regression and Sobel t...
The Effect of Liquidity, Asset Structure, Capital Structure on Firm Value with Profitability and GCG as Intervening Variables on Non-Cyclical Consumer Listed on the Indonesia Stock Exchange
This study aims to determine the effect of liquidity, asset structure, and capital structure on firm value with profitability and good corporate governance (GCG) as intervening variables in non-cyclical consumer companie...
Stress Management Strategies and Employee Performance: An Application of Correlational Research Design on Manufacturing Firms in Edo State, Nigeria
This study examined stress management strategies and employee performance in manufacturing firms in Edo State. Four research questions and four hypotheses guided this research. This study employed the correlational resea...
Analysis of Production Costs and Business Efficiency of Processed Agro-Industrial Products of Milkfish in Woha District, Bima Regency
The purpose of this study is to analyze the production and production costs of the efficiency of agroindustry business processed by MSME milkfish in Woha district, Bima regency, West Nusa Tenggara Province -Indonesia. Th...