ANALISIS PENGARUH BRAND EVALUATION, BRAND TRUST, DAN BRAND SATISFACTION TERHADAP BRAND LOYALTY MELALUI BRAND RELATIONSHIP
Abstract: Based on research
conducted by Veloutsou (2015) on the cosmetics industry, especially lipstick
users in the city of Glasgow show that brand evaluation, brand trust, and brand
satisfaction have a positive and significant effect on brand loyalty through
brand relationship as intervening variable. Although the research contributes
significantly to the impact of brand evaluation, brand trust, and brand
satisfaction on brand loyalty through brand relationships, it is still limited
to the cosmetic industry context that is open to similar research in different
industry contexts. This research aims to find the influence of brand
evaluation, brand trust, and brand satisfaction on brand loyalty through brand
relationship as intervening variable.
The study was conducted on consumers of Telkomsel who live in Semarang
city that a minimum purchase at least one year before. The sampling method used
non-probability purposive sampling. The data was collected through
questionnaires. The samples used in this study was 100 respondents. Then the
data processed using analytical techniques a multiple regression analysis and
sobel test. The result showed that brand relationship as intervening variable,
mediate influence of brand evaluation, brand trust, and brand satisfaction on
brand loyalty.
Keywords: brand evaluation,
brand satisfaction, brand relationship, brand loyalty
Penulis: Iman khusni Ibadi,
Farida Indriani
Kode Jurnal: jpmanajemendd170778
