Pengaruh Brand Communication, Brand Image terhadap Brand Loyalty Pengguna Laptop Jakarta Brand Trust sebagai Mediasi
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Abstract
The durable goods industry in Indonesia is currently experiencing an increase in consumers as a result of the COVID-19 pandemic. The communications equipment industry sector continues to grow every year due to public interest in needing communication devices during this pandemic, one of which is a laptop. The presence of several major laptop brands competing to create competitive competition by adjusting economical prices. The importance of building brand loyalty is to make consumers feel the added value of a product and encourage the company's brand equity towards consumers through the influence of brand communication, brand image, and brand trust. The research conducted aims to analyze the effect of brand communication on brand image, analyze the effect of brand communication on brand trust, analyze the effect of brand image on brand trust, analyze the effect of brand trust on brand loyalty, analyze the mediating effect of brand trust on brand communication and brand loyalty, analyze the mediating effect of brand trust on brand image and brand loyalty, as well as analyzing the mediating effect of brand image on brand communication and brand trust. The population used in this study were laptop users in Jakarta with a sample of 110 respondents. The sampling method used purposive sampling by distributing questionnaires online and then managed using the SmartPLS version 4.0.8.5 application and using the Non-probability sampling technique. The results of this study can be interpreted to obtain results that there is a significant and positive influence between the variables tested in this study.
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