<![CDATA[Based on field observations and consumer reviews through Google Reviews and social media, it appears that Karung Jantan is able to provide good product quality, especially in terms of material comfort, size fit, and trendy designs. However, in practice, several obstacles are still found, such as limited size and color variants, and queues when the store is busy. Nevertheless, most consumers still show interest in repurchasing and even recommending Karung Jantan to others. This phenomenon shows that customer loyalty is not only influenced by product quality, but also by psychological factors such as trust in the brand formed through positive experiences, pleasant interactions with staff, and perceptions of brand consistency in maintaining image and quality. The purpose of this study is to determine whether consumer trust mediates the effect of product quality on customer loyalty at the Karung Jantan store. The data used are primary and secondary data obtained from distributing questionnaires. The number of samples used in this study is 120 respondents. The data collection technique used is a questionnaire. The analysis technique uses the path coefficient smartPLS 4. The results of this study are product quality has a positive and significant effect on customer loyalty. Product quality has a positive and significant effect on consumer trust. Consumer trust significantly influences customer loyalty. Consumer trust mediates the effect of product quality on customer loyalty.]]>
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