Pengaruh product quality terhadap brand loyalty melalui brand image dan brand trust sebagai variabel intervening

Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis hubungan antara pengaruh Product terhadap Brand Image, Product quality terhadap Brand Trust, Brand Image terhadap Brand Loyality, Brand Trust Terhadap Brand Loyality, dan product quality terhadap brand loyality pada product Telokomsel. Metode penelitian ini menggunakan deskriptif kuantitatif dengan menggunakan data primer yang didapatkan dari menyebebar kuesioner. Dalam penelitian ini menggunakan teknik rondom sampling. Jumlah sampel yang diambil dalam penelitian ini sebanyak 100 kuesioner. Data dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa Product quality berpengaruh positif dan signifikan terhadap Brand Image dengan tingkat signifikasi 0.000 < 0.05 maka hipotesis I diterima. Product quality berpengaruh positif dan signifikan terhadap Brand trust dengan tingkat signifikasi 0.000 < 0.05 maka hipotesis II diterima. Brand Image berpengaruh positif dan signifikann terhadap brand Loyality dengna tingkat signifikansi 0.000 < 0.05 maka hipotesis III diterima. Brand Trust berpengaruh positif dan signifikann terhadap brand Loyality dengna tingkat signifikansi 0.036 < 0.05 maka hipotesis IV diterima. product quality berpengaruh positif dan signifikann terhadap brand Loyality dengna tingkat signifikansi 0.000 < 0.05 maka hipotesis V diterima. Brand Image mampu memediasi Product quality terhadap brand loyality dengan hasil pengujian sobel dengan nilai 0.019< 0.05. Brand Trust mampu memediasi Product quality terhadap brand loyality dengan hasil pengujian sobel dengan nilai 0.000< 0.05. Kata kunci: Product quality; brand image; brand trust; brand loyality The influence of product quality on brand loyalty through brand image and brand trust as intervening variables Abstract This study aims to analyze the relationship between the influence of product on brand image, product quality on brand trust, brand image on brand loyalty, brand trust on brand loyalty, and product quality on brand loyalty on Telokomsel products. This research method uses descriptive quantitative by using primary data obtained from distributing questionnaires. In this study using random sampling technique. The number of samples taken in this study were 100 questionnaires. Data were analyzed using SPSS. The results showed that product quality had a positive and significant effect on Brand Image with a significance level of 0.000 < 0.05, so hypothesis I was accepted. Product quality has a positive and significant effect on Brand trust with a significance level of 0.000 <0.05, so hypothesis II is accepted. Brand Image has a positive and significant effect on brand loyalty with a significance level of 0.000 < 0.05, so hypothesis III is accepted. Brand Trust has a positive and significant effect on brand loyalty with a significance level of 0.036 < 0.05, so hypothesis IV is accepted. product quality has a positive and significant effect on brand loyalty with a significance level of 0.000 < 0.05, so hypothesis V is accepted. Brand Image is able to mediate product quality on brand loyalty with the results of the Sobel test with a value of 0.019 < 0.05. Brand Trust is able to mediate product quality on brand loyalty with the results of the Sobel test with a value of 0.000 < 0.05.