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All Journal Jurnal Intelektualita: Keislaman, Sosial, dan Sains Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) Alignment: Journal of Administration and Educational Management Jurnal Administrasi dan Manajemen MANAJEMEN DEWANTARA Dinasti International Journal of Management Science Jurnal Ilmiah Edunomika (JIE) Ilomata International Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) International Journal Of Science, Technology & Management (IJSTM) Ilomata International Journal of Management International Journal of Marketing and Human Resource Research International Journal of Community Service Jurnal Abdimas Kartika Wijayakusuma Journal of Social Research Jurnal Inovasi Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Hariyadi Triwahyu Putra
Universitas Jenderal Achmad Yani
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Journal : MANAJEMEN DEWANTARA

 1 
PENGARUH BRAND IMAGE DAN PRODUCT INNOVATION TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH BRAND TRUST PADA PENGGUNA SMART TV SAMSUNG DI BANDUNG RAYA Wildan Firmansyah; Hariyadi Triwahyu Putra
MANAJEMEN DEWANTARA Vol 9 No 3 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i3.20018

Abstract

This study aims to analyze the effect of brand image, product innovation on customer loyalty mediated by brand trust on Samsung Smart TV users in Bandung Raya in 2024. The research instrumenthas gone through the stages of validity dan reliability test, classical assumption test, multiple regression test, dan sobel testing. The instrumen is used as a tool for collecting data from respondents who have purchased Samsung Smart TV and are domiciled in Bandung raya which is the object assessed in this study. Collected through a questionnare created using a google form involving 120 respondents selected using convenience sampling techniques and analyzed using SPSS. The result of the hypothesis test show that brand image has a significant positive effect on brand trust and has an insignificant positive effect on customer loyalty. Brand trust affects customer loyalty and mediates the influence of brand image and product innovation on customer loyalty. The result of this study are expected to be useful for managers of similar objects being assessed because they will help create appropriate strategies or programs.
Co-Authors Aldy Wijaya Alif Fajar Suhendar Andreas Tri Hermawan Sinulingga Anggraeni, Devita Dwi Azhari, Anisa Listia Azzam Muhammad Rizki Desi Riyanti Desmiza, Desmiza Dita Anggraeni Esi Fitriani Komara Firjatulloh, Faisa Saskara Ghea Revina Wigantini Hanauli Junias Br. Sitorus Islami, Qhaerani Nurul Khairunnisa, Nur Fakhirah Mahendra, Serina Hesti Maulana Adam Pratama Milah, Irvan Saeful Muhamad Michael Atmaka Mulyawati, Ropita Ni Komang Prastiti Dewi Rahardianto Rahardianto Rio Sahrul Herdiansyah Rizki Firdaus Rosmini Ramli Sani Kautsar Ibadurrahman Sidiq, Muhamad Fazri Sumiyati, Euis Eti Surya Pratama Nugraha Syabania, Genya Hergina Syaira Nur Hafifah Wijaya, Aldy Wildan Firmansyah Yadi Yadi Ernawadi Yulianti Situmorang, Shyfa Diana Zain, Nabilla Fawwaz