Pengaruh Kualitas Produk, Citra Merek Dan Kepercayaan Merek Terhadap Loyalitas Merek Dengan Kepuasan Pelanggan Sebagai Mediasi (Studi Pada Merek Apple) [The Effect of Product Quality, Brand Image and Brand Trust on Brand Loyalty With Customer Satisfaction as a Mediating Variable (Study on Brand Apple)]

Abstract

<p><em>This research was conducted to find out in depth the relationship of customer satisfaction which is influenced by product quality, brand image and brand trust on brand loyalty among Apple users in Indonesia. This study uses a quantitative study using the method of distributing questionnaires through Google Form with a minimum sample size of 160 respondents for 1 month collection by obtaining a sample of 420 respondents and all data processed using the structural equation model (SEM) method using the AMOS version 26 program. Based on the results data processing, the results obtained that product quality has a positive and significant effect on customer satisfaction, product quality has a positive and significant influence on brand loyalty, the effect of brand image has a positive and significant influence on customer satisfaction, brand image has a positive and significant influence on brand loyalty, brand image has a positive and significant effect on customer satisfaction, brand image has a positive and significant influence on brand loyalty, customer satisfaction is able to mediate significantly between product quality and brand loyalty, customer satisfaction is able to significantly mediate between brand image and brand loyalty, customer satisfaction is able to significantly mediate between brand trust and brand loyalty. From these results, it can be interpreted that if the customer is satisfied with the Apple merek which is influenced by the good quality of its products, a strong brand image and the customer will believe in the Apple brand, the customer will be loyal to the Apple brand.</em></p><p><strong>Abstrak dalam Bahasa Indonesia. </strong>Penelitian ini dilakukan guna mengetahui secara mendalam hubungan kepuasan pelanggan yang di pengaruhi oleh kualitas produk, citra merek dan kepercayaan merek terhadap loyalitas merek pada pengguna <em>Apple </em>di Indonesia. Penelitian ini menggunakan studi kuantitatif dengan menggunakan metode penyebaran kuesioner melalui Google Form dengan jumlah sampel minimal 160 responden pengumpulan 1 bulan dengan mendapatkan jumlah sampe 420 responden dan seluruh data diolah dengan menggunakan metode <em>structural equation model (SEM) </em>dengan menggunakan program AMOS versi 26 dikarenakan SEM bertujuan untuk menguji hubungan antar variabel yang ada pada sebuah model. Berdasarkan hasil pengolahan data, di peroleh hasil bahwa kualitas produk memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, kualitas produk memiliki pengaruh positif dan signifikan terhadap loyalitas merek, pengaruh citra merek memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, citra merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek, kepercayaan merek memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, kepercayaan merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek, kepuasan pelanggan mampu memediasi secara signifikan antara kualitas produk terhadap loyalitas merek, kepuasan pelanggan mampu memediasi secara signifikan antara citra merek terhadap loyalitas merek, kepuasan pelanggan mampu memediasi secara signifikan antara kepercayaan merek terhadap loyalitas merek. Dari hasil ini, dapat diartikan apabila customer puas terhadap merek <em>Apple </em>yang dipengaruhi oleh kualitas produknya yang bagus, citra merek yang kuat dan customer akan percaya terhadap merek <em>Apple </em>maka customer akan loyal terhadap merek <em>Apple</em>.</p>

The Influence of Endorser Credibility, Brand Image, and Perceived Value on Customer Satisfaction Mediated by Brand Trust (Study of Jafra Consumers in Jakarta

“…This means that if the application manager wants to increase Jafra Customer Satisfaction, one of the efforts that can be made is to improve the level of Endorser Credibility, Brand Image, Perceived Value, and Brand Trust of the company. The results of this study are the same as those conducted by Rahmadhani et al, (2022) and Marsellina & Budiono (2019), which also shows that brand trust has a significant and positive effect on customer satisfaction. The results of the indirect effect show that brand trust cannot mediate the relationship between endorser credibility and customer satisfaction, as indicated by the p-value (0.073) > 0.05.…”

Examining the interplay of brand satisfaction, trust, and loyalty among BSI mobile users: The mediating role of brand attachment

“…This commitment is witnessed through various endeavors, including elevating user experience and continually adapting to meet and surpass customer expectations, instilling pride and satisfaction. The existing literature corroborates these findings, with studies such as Rahmadhani et al (2022) and Gustia (2017) affirming the substantial influence of brand satisfaction on brand attachment. Additionally, a sustained satisfaction trajectory facilitated by BSI Mobile notably engenders brand loyalty, a finding echoed in research by Putri et al (2016).…”

Pengaruh Gaya Hidup dan Kualitas Produk terhadap Keputusan Mahasiswa di Kota Malang Membeli Handphone Merek iPhone dengan Brand Image sebagai Variabel Intervening

“…Kualitas produk sangat penting untuk menarik minat pelanggan dan memungkinkan mereka untuk memilih produk yang ditawarkan, menurut Ristianti dalam (Ramadhani, Suci, 2022). Menurut Kotler dalam (Ashari, Sahri, 2022), fungsionalitas produk yang dipengaruhi oleh durabilitas performa, reliabilitas, kemampuan layanan, fitur-fitur andalan, dan aspek estetik yang menimbulkan minat konsumen untuk membeli produk disebut sebagai kualitas produk.…”