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Yosua El Nissi
Fakultas Ekonomi dan bisnis Universitas Tarumanagara
Economics, Econometrics & Finance Social Sciences

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Kepercayaan Merek Sebagai Mediator Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Merek Yosua El Nissi; Herlina Budiono
Jurnal Manajerial Dan Kewirausahaan Vol 1, No 3 (2019): Juni 2019
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v1i3.5375

Abstract

Brand loyalty has been consider as an essential part in building a strong and sustainable brand. This research purposed to investigate the effects of brand image and service quality to build brand loyalty through brand trust. Data were collected through questionnaires from a 100 of Blue Bird’s customer in Jakarta which selected with judgemental sampling. The Data in this research were analyze with PLS-SEM. The result of this research shows that there is an effect of brand image on brand trust, there is an effect of service quality to brand trust, and there is an effect of brand trust on brand loyalty of Blue Bird’s customer in JakartaLoyalitas Merek telah lama dianggap sebagai bagian penting dalam membangun merek yang kuat dan bertahan lama. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kualitas pelayanan terhadap loyalitas merek melalui kepercayaan merek. Data didapatkan melalui kuesioner dari 100 konsumen Blue Bird di Jakarta yang dipilih dengan Judgemental Sampling. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh citra merek dan kualitas pelayanan terhadap loyalitas merek dari konsumen Blue Bird di Jakarta melalui kepercayaan merek sebagai mediator.
Co-Authors Herlina Budiono