Peran Brand Trust Memediasi Brand Image Terhadap Brand Loyalty: Studi Pada Toko Dwipa Umalas Badung
| Main Authors: | Sastrawan, Made Dwi, Pramudana, Komang Agus Satria |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2022
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| Online Access: |
https://ojs.unud.ac.id/index.php/manajemen/article/view/76104 https://ojs.unud.ac.id/index.php/manajemen/article/view/76104/44188 |
Daftar Isi:
- Penelitian ini bertujuan untuk menjelaskan peran brand trust memediasi brand image terhadap brand loyalty: pada Toko Dwipa Umalas Badung. Penelitian ini dilakukan kepada pembeli yang berbelanja pada Toko Dwipa, Umals, Badung dengan sample penelitian sebanyak 100 responden dengan teknik sampel non probability sampling dengan metode purposive sampling. Pengumpulan data dilakukan dengan menggunakan kuisioner yang disebarkan secara langsung kepada pembeli Toko Dwipa, Umalas, Badung. Adapun teknik analisis data yang digunakan dalam penelitian ini yaitu analisis jalur, uji asumsi klasik dan uji sobel. Hasil penelitian ini menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Brand Loyalty pada Toko Dwipa Umalas Badung. Brand Image berpengaruh positif dan signifikan terhadap Brand Trust Pada Toko Dwipa Umalas Badung. Brand Trust berpengaruh positif dan signifikan terhadap Brand Loyalty Pada Toko Dwipa Umalas Badung. Brand trust secara signifikan memediasi hubungan antara brand image terhadap brand loyalty Pada Toko Dwipa Umalas Badung. Implikasi penelitian ini diharapkan mampu memberikan masukan kepada pihak manajemen Toko Dwipa Umalas Badung sehingga dapat meningkatkan brand trust melalu inovasi serta kualitas layanan sehingga dapat meningkatkan brand image yang berpengaruh terhadap brand loyalty konsumen untuk berbelanja. Kata kunci: Brand Image, Brand Trust, Brand Loyalty.
- This study aims to explain the role of brand trust in mediating brand image on brand loyalty: at Toko Dwipa Umalas Badung. This study was conducted to buyers who shop at Dwipa Stores, Umals, Badung with a research sample of 100 respondents with a non-probability sampling technique with purposive sampling method. Data was collected using questionnaires which were distributed directly to shoppers at Dwipa Stores, Umalas, Badung. The data analysis techniques used in this study are path analysis, classical assumption test and Sobel test. The results of this study indicate that Brand Image has a positive and significant effect on Brand Loyalty at Dwipa Umalas Stores, Badung. Brand Image has a positive and significant effect on Brand Trust at the Dwipa Umalas Store, Badung. Brand Trust has a positive and significant effect on Brand Loyalty at the Dwipa Umalas Store, Badung. Brand trust significantly mediates the relationship between brand image and brand loyalty at the Dwipa Umalas Store, Badung. The implications of this research are expected to be able to provide input to the management of the Dwipa Umalas Badung Store so that it can increase brand trust through innovation and service quality so that it can improve brand image that affects consumer brand loyalty for shopping. Keywords: Brand Image, Brand Trust, Brand Loyalty.