The Effect of Perceived Quality and Brand Image on Brand Loyalty through Brand Trust as a Mediation Variable (Study of Samsung Smartphone Users in Semarang City)

Abstract

The users of Smartphone Indonesia continue to increase every year. This causes the competition of business actors in the technology sector to increase, so that business actors in the technology sector must implement strategies in order to remain competitive with their competitors. Samsung is a company engaged in technology. Samsung makes efforts in terms of maintaining the overall quality and also pays attention to the brand image owned by Samsung. The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty through brand trust as a mediating variable. The number of research respondents was 120 respondents with a sampling technique with non-probability sampling, namely the purposive sampling method. The type of research is explanatory research with data processing using the Smart PLS 3.2.9 application. The results showed that both perceived quality and brand image had a positive and significant influence on brand trust. The influence between perceived quality and brand image on brand loyalty directly shows positive and significant results. Meanwhile, brand trust as a mediating variable shows an indirect effect on perceived quality and brand image on brand loyalty, which shows positive and significant results so that the brand trust variable is said to be able to partially mediate this effect.