PERAN BRAND TRUST MEMEDIASI HUBUNGAN BRAND IMAGE DENGAN BRAND LOYALTY (Studi Pada Konsumen Iphone di Kota Denpasar)
ABSTRACT: This study aims to
explain the role of brand trust in mediating the relationship of brand image
with brand loyalty. The study was made in Denpasar city with the number of
samples of 100 respondens iPhone smartphone users who have repurchases (at
least 2 times of purchases) of the product. The sample is determined using non-probability
sampling model, with purposive sampling technique. Data analysis technique used
is path analysis and sobel test. The results showed that all hypotheses were
accepted. Brand image has a positive and significant influence to brand trust,
brand image has a positive and significant effect to brand loyalty, brand trust
has a positive and significant influence to brand loyalty, brand trust has a
positive and significant effect on mediating the relationship of brand image
with brand loyalty. In the future, the company is expected to launch a maximum
and innovative marketing campaign (advertisement) to raise the social class
image of the iPhone users in the society and increase the level of consumer
confidence in regard to the security aspect of the iPhone products.
Kata kunci: brand image, brand trust, brand loyalty
Penulis: Yolanda Rodiques, Gede
Bayu Rahanatha
Kode Jurnal: jpmanajemendd180061
