Peran Brand Trust Memediasi Brand Image Terhadap Brand Loyalty: Studi Pada Toko Dwipa Umalas Badung

Universitas Udayana

Abstrak

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.