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All Journal Jurnal Ilmiah Edunomika (JIE)
Ryan Susanto
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH BRAND TRUS TERHADAP LOYALITAS PELANGGAN, DIMEDIASI OLEH KEPUTUSAN PEMBELIAN Sudarwati Sudarwati; Ibnu Suryo; Ryan Susanto
JURNAL ILMIAH EDUNOMIKA Vol 7, No 2 (2023): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v7i2.10032

Abstract

This study aims to see and analyze the effect of Brand Trust on Customer Loyalty and to measure the role of Purchase Decision as a mediating variable for the influence of Brand Trust on Customer Loyalty in MS Glow products. This research was applied to consumers of MS Glow cosmetic products in the Solo Raya area, the sample taken was 100 respondents, with sampling using a purposive sampling technique. This study was analyzed using Partial Least Square (PLS) with SmartPLS3 software. The results of the study show that Brand Trust has a positive and significant effect on Customer Loyalty. Purchase decisions have a positive and significant effect on customer loyalty. Brand Trust has a positive and significant effect on Purchasing Decisions. Brand Trust through the mediation of Purchase Decision has a positive and significant effect on Customer Loyalty. Keywords: Brand Trust, Customer Loyalty, Purchase Decision
Co-Authors Ibnu Suryo Sudarwati Sudarwati