PENGARUH PERCEIVED QUALITY, BRAND SATISFACTION TERHADAP BRAND TRUST DAN BRAND LOYALTY PENGGUNA INDIHOME DI PEKANBARU

Abstract

This study aims to determine the effect of Perceived Quality, Brand Satisfaction on Brand Trust and Brand Loyalty of IndiHome users in Pekanbaru. The population in this study includes customers who use IndiHome services in the city of Pekanbaru, totaling 150 people. Determination of the sample is done by using the purposive sampling method. In this study, the sample studied used a questionnaire as an instrument to prove the results of the study, for hypothesis testing in the study using the SEM-PLS analysis tool with the help of the smartPLS program. The results show that: 1) Perceived Quality has a positive and significant influence on Brand Brand Trust, 2) Brand Satisfaction has a positive and significant impact on Brand Trust, 3) Perceived Quality has a positive and significant influence on Brand Loyalty, 4) Brand Satisfaction has a positive and significant influence on Brand Loyalty, 5) Brand Trust has a positive and significant influence on Brand Loyalty, 6) Perceived Quality has an indirect effect on Brand Loyalty through Brand Trust, 7) Brand Satisfaction has an indirect effect on Brand Loyalty through Brand Trust.

Keyword: Perceived Quality, Brand Satisfaction, Brand Trust, Brand Loyalty