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)

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.