Dampak Perceived Quality Terhadap Brand Loyalty: Peran Mediasi Brand Trust Dan Brand Image

This study aims to determine the effect of perceived quality on brand image, brand trust and brand loyalty, the effect of brand image and brand trust on brand loyalty, and the effect of the relationship between perceived quality on brand loyalty mediated by brand image and brand trust. The method in this study is to use a type of quantitative research method. This study serves to prove the relationship between research variables. Data analysis techniques were performed using Structural Equation Modeling with AMOS version 25.0. The research sample is bakery consumers in Kudus Regency as many as 172 respondents. This study obtained the results that perceived quality has an effect on brand image, brand trust, and brand loyalty, brand image and brand trust have a significant effect on brand loyalty, and brand image and brand trust mediate perceived quality on brand loyalty. This research provides managerial implications in the form of the importance of maintaining and increasing perceived quality through brand trust and brand image to meet consumer satisfaction so as to create brand loyalty.Penelitian ini memiliki tujuan untuk mengetahui pengaruh perceived quality terhadap brand image, brand trust dan brand loyalty, pengaruh brand image dan brand trust terhadap brand loyalty, dan pengaruh hubungan antara perceived quality terhadap brand loyalty yang dimediasi oleh brand image dan brand trust. Metode pada penelitian ini yaitu menggunakan jenis metode penelitian kuantitatif. Penelitian ini berfungsi untuk membuktikan hubungan antara variable penelitian. Teknik analisis data dilakukan menggunakan Structural Equation Modelling dengan AMOS versi 25.0. Sampel penelitian adalah konsumen bakery di Kabupaten Kudus sebanyak 172 responden. Penelitian ini memperoleh hasil bahwa perceived quality berpengaruh terhadap brand image, brand trust, dan brand loyalty, brand image dan brand trust berpengaruh signifikan terhadap brand loyalty, dan brand image serta brand trust memediasi perceived quality terhadap brand loyalty. Penelitian ini memberikan implikasi manajerial berupa pentingnya menjaga dan meningkatkan perceived quality melalui brand trust dan brand image untuk memenuhi kepuasan konsumen sehingga dapat menciptakan brand loyalty