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Analisis Brand Characteristics, Company Characteristics dan Consumer Brand Characteristics terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Intervening terhadap Dua Produk Kategori Shopping Good di Solo Raya
Abstract
Penelitian ini bertujuan menganalisis pengaruh Brand Characteristics, Company Characteristics, dan Consumer–Brand Characteristics terhadap Brand Loyalty dengan Brand Trust sebagai variabel intervening pada pengguna sepeda motor Honda dan Yamaha di Solo Raya. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research melalui survei terhadap 250 responden yang dipilih menggunakan teknik purposive sampling. Data primer dikumpulkan menggunakan kuesioner berbasis Google Form dengan skala Likert lima poin dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) melalui SmartPLS. Hasil penelitian menunjukkan bahwa Consumer–Brand Characteristics berpengaruh positif dan signifikan terhadap Brand Trust dan Brand Loyalty, sedangkan Brand Trust berpengaruh positif dan signifikan terhadap Brand Loyalty. Sebaliknya, Brand Characteristics dan Company Characteristics tidak berpengaruh signifikan terhadap Brand Trust maupun Brand Loyalty. Selain itu, Brand Trust mampu memediasi pengaruh Consumer–Brand Characteristics terhadap Brand Loyalty, tetapi tidak memediasi pengaruh Brand Characteristics dan Company Characteristics.
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DOI: https://doi.org/10.17509/ijdb.v6i1.104489
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