The Influence of Brand Image, Brand Satisfaction, and Brand Experience on Brand Loyalty Mediated by Brand Trust

Nandani Dwi Sukmaning Ayu; Moechammad Nasir

doi:10.33476/jobs.v5i2.4830

Authors

Nandani Dwi Sukmaning Ayu Muhammadiyah University of Surakarta
Moechammad Nasir Muhammadiyah University of Surakarta

https://doi.org/10.33476/jobs.v5i2.4830

Keywords:

Brand Image, Brand Satisfaction, Brand Experience, Brand Loyalty, Brand Trust

Abstract

This research aims to examine the impact of Brand Image, Brand Satisfaction, Brand Experience on Brand Loyalty, with Brand Trust acting as a mediator, in the Gacoan Noodle Brand franchise in the Greater Solo area. The research employs a quantitative approach. The study's population consists of individuals who have visited the Gacoan Noodle franchise in the Greater Solo region. The sampling method employed is non-probability sampling using a purposive sampling technique. Primary data is utilized for data collection, with 250 respondents participating in the study. A questionnaire, based on a Likert scale, was designed using an interval scale format. The data analysis method used in this study is Partial Least Squares (PLS), performed with SMARTPLS 3.0 software. The PLS-SEM analysis consists of two models: the Inner model and the Outer model. The findings indicate that the Brand Trust variable plays a significant role in mediating the relationship between Brand Image, Brand Satisfaction, Brand Experience, and Brand Loyalty for the Gacoan Noodle brand in the Greater Solo area.

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