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All Journal Jurnal Riset Bisnis dan Manajemen Tirtayasa
Amelia Raissa
Padjadjaran University
Economics, Econometrics & Finance Social Sciences

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The Effect of Service Recovery on Brand Trust with Brand Love as a Mediating Variable (a Study on Mytelkomsel Application Users) Amelia Raissa; Popy Rufaidah
Jurnal Riset Bisnis dan Manajemen Tirtayasa Vol 10, No 1 (2026)
Publisher : Faculty of Economics and Business - Universitas Sultan Ageng Tirtaysa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jrbmt.v10i1.42438

Abstract

The rapid expansion of digital service platforms has made users increasingly sensitive to the way companies respond when service problems arise. Beyond resolving complaints, an effective service recovery process may strengthen customers' emotional connection with a brand and reinforce their confidence in the services provided. Against this background, this study investigates the influence of Service Recovery on Brand Trust while examining the mediating role of Brand Love among MyTelkomsel application users in Indonesia. A quantitative research design was adopted, and data were obtained from 280 MyTelkomsel users who had experienced the company's service recovery process through an online questionnaire. The recommended research model was assessed utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) with the Disjoint Two-Stage Approach. The empirical findings show that Service Recovery significantly improves both Brand Love and Brand Trust. Moreover, Brand Love contributes positively to Brand Trust and partially mediates the relationship between Service Recovery and Brand Trust. These results suggest that delivering complaint handling that is fair, responsive, timely, and communicative not only resolves service failures but also strengthens users' emotional attachment and trust toward the MyTelkomsel application.
Co-Authors Popy Rufaidah