Pengaruh product quality dan brand trust terhadap consumer loyalty dengan consumer satisfaction sebagai variabel mediasi pada konsumen smartphone samsung di Surabaya Barat
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Ningsih, Tasyah Trisno
Subject
HD28 Management. Industrial Management
Datestamp
2022-09-01 01:23:57
Abstract :
ABSTRACT In the era of globalization, the development of communication technology is increasingly advanced and developing and the level of business competition is currently getting tighter so that it is experiencing strong and rapid growth. In the smartphone industry, many competitors are increasingly emerging releasing sophisticated gadgets that have different advantages and qualities so that competitors must compete to always improve and improve their quality. In order to be able to compete and survive in industrial competition is to create customer loyalty for the progress and survival of the company. This study aims to determine whether product quality and brand trust affect consumer loyalty with consumer satisfaction as an intervening variable on Samsung smartphones in West Surabaya City. This research method uses quantitative methods, using non-probability sampling and purposive sampling techniques with a sample of 118 respondents. Analysis of the data used is path analysis with the help of IBM SPSS Statistics version 20. The results can be concluded that product quality and brand trust have a positive and significant effect on consumer satisfaction. Meanwhile, product quality, brand trust and consumer satisfaction have a positive and significant effect on consumer loyalty. Keywords: Product Quality, Brand Trust, Consumer Satisfaction, Consumer Loyalty.
ABSTRACT In the era of globalization, the development of communication technology is increasingly advanced and developing and the level of business competition is currently getting tighter so that it is experiencing strong and rapid growth. In the smartphone industry, many competitors are increasingly emerging releasing sophisticated gadgets that have different advantages and qualities so that competitors must compete to always improve and improve their quality. In order to be able to compete and survive in industrial competition is to create customer loyalty for the progress and survival of the company. This study aims to determine whether product quality and brand trust affect consumer loyalty with consumer satisfaction as an intervening variable on Samsung smartphones in West Surabaya City. This research method uses quantitative methods, using non-probability sampling and purposive sampling techniques with a sample of 118 respondents. Analysis of the data used is path analysis with the help of IBM SPSS Statistics version 20. The results can be concluded that product quality and brand trust have a positive and significant effect on consumer satisfaction. Meanwhile, product quality, brand trust and consumer satisfaction have a positive and significant effect on consumer loyalty. Keywords: Product Quality, Brand Trust, Consumer Satisfaction, Consumer Loyalty.
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