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All Journal JEPA (Jurnal Ekonomi Pertanian dan Agribisnis)
Alifah, Fairuz
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Building Loyalty to Healthy Noodles Through Brand Image, Communication, and Trustd Loyalty with Brand Trust as Mediation Alifah, Fairuz; Abdul Wahib Muahimin; Novi Haryati
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 10 No. 3 (2026)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

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Abstract

This study aims to examine the influence of brand image and brand communication on brand loyalty, with brand trust as a mediating variable. The research focuses on consumers of healthy instant noodles in Malang who are aged 18 and above and have previously consumed the product. A quantitative approach was applied using a questionnaire distributed to 100 respondents selected through purposive sampling. Data were analyzed using Warp PLS to test the direct and indirect relationships among variables. The results indicate that both brand image and brand communication have a positive and significant effect on brand trust. Brand image and brand trust significantly influence brand loyalty, while brand communication has a positive but not significant effect on loyalty. Furthermore, brand trust significantly mediates the relationship between brand image and brand loyalty, but not between brand communication and brand loyalty. These findings suggest that a strong brand image plays a crucial role in building trust, which subsequently fosters consumer loyalty. Meanwhile, effective brand communication enhances trust, but must be strategically implemented to drive repeat purchases and long-term loyalty in the healthy instant noodle market.
Co-Authors Abdul Wahib Muahimin Novi Haryati