THE ROLE OF BRAND TRUST IN MEDIATING BRAND IMAGE AND PRODUCT INNOVATION ON CONSUMER LOYALTY
(Study On Samsung Users In Surakarta)
Dublin Core
Title
THE ROLE OF BRAND TRUST IN MEDIATING BRAND IMAGE AND PRODUCT INNOVATION ON CONSUMER LOYALTY
(Study On Samsung Users In Surakarta)
(Study On Samsung Users In Surakarta)
Subject
Brand Trust, Brand Image, Product Innovation, and Consumer Loyalty.
Description
This research aims to investigate the influence of brand trust as a mediating factor between brand image, product innovation, and consumer loyalty. The study encompasses an infinite number of consumers in Surakarta, with a sample size of 100 respondents selected through purposive sampling. Primary data were collected using a questionnaire. The findings reveal that brand image positively and significantly impacts consumer loyalty, while product innovation lacks a significant effect on consumer loyalty. Additionally, brand trust exhibits a positive and significant influence on consumer loyalty. Furthermore, brand image positively and significantly affects brand trust, as does product innovation. The study also indicates that brand image positively and significantly influences consumer loyalty through brand trust, and similarly, product innovation has a positive and significant impact on consumer loyalty through brand trust.
Creator
Mahartiwi Kusuma Wardhani1) Ida Aryati DPW 2) Sudarwati3)
Date
2024
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Citation
Mahartiwi Kusuma Wardhani1) Ida Aryati DPW 2) Sudarwati3), “THE ROLE OF BRAND TRUST IN MEDIATING BRAND IMAGE AND PRODUCT INNOVATION ON CONSUMER LOYALTY
(Study On Samsung Users In Surakarta),” Repository Horizon University Indonesia, accessed May 8, 2025, https://repository.horizon.ac.id/items/show/7135.
(Study On Samsung Users In Surakarta),” Repository Horizon University Indonesia, accessed May 8, 2025, https://repository.horizon.ac.id/items/show/7135.