PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI INTERVENING (STUDI KASUS PENGGUNA SMARTPHONE SAMSUNG DI JAKARTA SELATAN)

Rini Ramadhanty, 2020: The Effect of Product Quality and Brand Trust on Customer Loyalty with Customer Satisfaction as an Intervening (A Case Study of Samsung Smartphone Users in South Jakarta). Undergraduate Thesis, Jakarta: Subprogram of Marketing Management, Program of Bachelor of Management, Faculty of Economics, State University of Jakarta. Supervisors: Dra. Basrah Saidani, M.Si. and Ika Febrilia, S.E., M.M. This study aimed to examine the effect of product quality on customer satisfaction, brand trust on customer satisfaction, product quality on customer loyalty, brand trust on customer loyalty, customer satisfaction on customer loyalty, product quality on customer loyalty through customer satisfaction as an intervening, and brand trust on customer loyalty through customer satisfaction as an intervening on Samsung smartphones. A survey by means of a questionnaire was conducted as the data collection method. In this study, 200 samples were having met the predetermined criteria, namely the users of Samsung smartphones who have purchased Samsung smartphones at least twice, are resident of Jakarta Selatan, and have attained the age of 17 or over. In processing and analyzing the data in order to obtain the result of this study, SPSS version 22 program and Structural Equation Model (SEM) of AMOS version 22 were utilized. The results indicated that the product quality and brand trust had significant and positive effects on customer satisfaction. Product quality, brand trust, and customer satisfaction had significant and positive effects on customer loyalty respectively. Moreover, the product quality and brand trust had significant and positive effects on customer loyalty through customer satisfaction as an intervening variable. Keywords: Product Quality, Brand Trust, Customer Loyalty, Customer Satisfaction