Analisis Brand Trust dan Brand Credibility Terhadap Brand Loyalty Pada Green Product Kecap Bango Dengan Customer Satisfaction Sebagai Variabel Mediasi

Intan Kusuma Maharani, Moechammad Nasir

Abstract


Penelitian ini bertujuan menganalisis pengaruh brand trust dan brand credibility terhadap brand loyalty dengan customer satisfaction sebagai variabel mediasi pada green product Kecap Bango di Solo Raya. Metode yang digunakan adalah kuantitatif dengan pendekatan eksplanatori untuk menguji hubungan kausal antarvariabel (Sugiyono, 2020). Data diperoleh melalui kuesioner tertutup dengan skala Likert lima poin kepada responden yang dipilih menggunakan purposive sampling, yaitu masyarakat Solo Raya berusia 18–40 tahun yang mengetahui dan pernah mengonsumsi Kecap Bango. Jumlah sampel ditentukan berdasarkan rumus 5–10 kali jumlah indikator sehingga diperoleh 65–130 responden (Ferdinand, 2006). Analisis data menggunakan SEM-PLS melalui pengujian outer model, inner model, serta uji hipotesis menggunakan path coefficient dan specific indirect effect (Ghozali, 2015). Hasil penelitian menunjukkan bahwa enam dari tujuh hipotesis diterima, dimana brand trust dan brand credibility berpengaruh positif terhadap customer satisfaction dan brand loyalty, baik secara langsung maupun tidak langsung. Namun, brand credibility tidak berpengaruh langsung terhadap brand loyalty dan hanya signifikan melalui mediasi customer satisfaction, yang menegaskan peran penting kepuasan pelanggan dalam membentuk loyalitas.

Keywords


brand credibility, brand loyalty, brand trust, customer satisfaction, green product

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DOI: https://doi.org/10.17509/ijdb.v5i4.98615

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