Pengaruh Community Relationship Management dan Brand Satisfaction terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening Pada Merek Iphone Di Solo Raya

Angely Cris Natalya, Moechammad Nasir

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Community Relationship Management dan Brand Satisfaction terhadap Brand Loyalty dengan Brand Trust sebagai variabel intervening pada pengguna iPhone di Solo Raya. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Sampel penelitian terdiri dari 200 pengguna iPhone di Solo Raya yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert lima poin. Analisis data menggunakan metode Partial Least Square (PLS) melalui software SmartPLS 3.0 dengan pengujian outer model, inner model, serta uji hipotesis. Hasil penelitian menunjukkan bahwa Community Relationship Management berpengaruh terhadap Brand Trust, Brand Satisfaction berpengaruh terhadap Brand Trust, dan Brand Trust berpengaruh terhadap Brand Loyalty. Selain itu, Community Relationship Management dan Brand Satisfaction berpengaruh langsung terhadap Brand Loyalty, serta Brand Trust terbukti memediasi hubungan antara variabel tersebut terhadap Brand Loyalty.


Keywords


Brand Loyalty, Brand Satisfaction, Brand Trust, Community Relationship Management, iPhone.

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.105141

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