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Budi Utami
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Journal : Indonesian Journal of Humanities and Social Sciences

 1 
The Impact of Brand Satisfaction on Brand Loyalty Through Brand Trust among Online Ojek Customers Utami, Budi
JOM Vol 5 No 3 (2024): Indonesian Journal of Humanities and Social Sciences, September
Publisher : Universitas Islam Tribakti Lirboyo Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33367/ijhass.v5i3.5969

Abstract

This study aims to examine the impact of brand satisfaction on brand loyalty, mediated by brand trust, among online ojek customers. The main variables in this research are brand satisfaction, brand trust, and brand loyalty. Brand satisfaction is expected to build customer trust in the brand, which in turn, influences their loyalty. The research employs a quantitative approach by collecting data through a self-administered questionnaire filled out by 118 online ojek customers. The data were then analyzed using Structural Equation Modeling (SEM) with the help of Lisrel 8.8 software to test the relationships between the variables. The findings of the study reveal several key insights: first, brand satisfaction has a positive and significant effect on brand trust, meaning that the more satisfied customers are with the brand, the higher their level of trust. Second, brand satisfaction has a negative effect on brand loyalty, indicating that other factors may influence loyalty beyond satisfaction alone. Third, brand trust has a positive and significant impact on customer loyalty, highlighting the critical role of trust in fostering long-term loyalty.
Co-Authors Adhi, Bilal Wahyu Adimudra, Dyah Ayu Saraswati Agus Wagyana Agustin, Sri Kurniasih Ahmad Fahrudin Ainun Mardiah Ainuzzahroh, Naila Zulfa Ambar Sulistyo Wardhani Anisah Anisah Ashadi Ashadi Ashadi Asri Nugraheni, Febriani Sarwendah Astari, Mardhiyah Ayu Astuti, Enny Diah Ayu Candraningrum, Diah Bakti Mulyani Baso Intang Sappaile, Baso Intang Bayu Antrakusuma, Bayu Bramastia Bramastia, Bramastia Budiharto Budiharto Candraningrum, Diah Ayu Christera Kuswahyu Indira Dandun Widhiantoro Dina Destari Djunaidi, Ahmad Eny Setyaningsih, Eny Fathurahman, Mohamad Fitria Meisarah Gafar Yoedtadi, Muhammad Gunawan, Kadek Dwi Hendratama Gunawan, Kadek Dwi Hendratma Haryono *, Haryono Hening Purnamawati Hernama, R. Hidayat, M. Syamsul Ibrahim, Mozart Malik Ika Yuniwati, Ika Iman Murtono Soenhadji Imron, Erlambang Muhammad Irfan Ardiansyah Isma Aziz Fakhrudin Katrin Katrin Khasanah, Annisa Nur Khoirunnisa, Sindy Krisna Rendi Awalludin Kus Sri Martini Lies Handrijaningsih Lina Mahardiani Martani Martani Mia Aina Mohammad Masykuri Muhammad Nur Hudha Muhammad, Nagib Mujiyani Mujiyani, Mujiyani Mulatsih Mulatsih Murni Ramli Nove, Albertus Hengka Nurma Yunita Indriyanti Nursalsabila, Zamzami Nurul, Lutvia Nuryandari Patria Sukmawati Pattiruhu, Fransisca Jallie Pattiruhu, Hellen Perdana, Endika Permatasari, Eva Prasadityo, Bayu Rizki Prasetyo, Opik Rachman, Hening Triandika Rachman, Reza Saeful Rahayuningtyas, Annisa Cahya Retno Hapsari, Zita Ridhani, Jovita Riezky Maya Probosari Rini, Endah Febri Setiya Rosadi, Santi Dwi Rosyada, Ahyana S. Tiwi Anggraeni S.Pd. M Kes I Ketut Sudiana . Salsabila, Tiara Hasna Sari, Meida Wulan Sariyati, Sariyati Savitri Setyo Utami, Lusia Sembiring, Tamaulina Br. Septi Mariani, Septi Setiana, Hatib Setyanto, Yugih Setyariningsih, Eny Silvita, Silvita Sri Hermawati Sri Murtiasih Sri Sapto Darmawati Sri Yamtinah Suarti, Suarti Subroto, Desty Endrawati Suciati Suciati Suciati Suciati*, Suciati Suhendra, Susi Sulistyo Saputro Supurwoko Sutarjo, Puji SYAMSUL HIDAYAT Tamaulina Br Sembiring Tanghal, Analiza B. Utami Wijayanti Utomo, Ely Sapto Violin, Vivid Waliulu, Yuniar Sakinah Wardani, Putri Kusuma Wariunsora, Marlen Widayatmoko, Widayatmoko Yuli Rohmiyati zulhelman