Pengaruh Trust dan Product Information Quality terhadap Brand Loyalty yang Dimediasi oleh Customer Satisfaction pada Konsumen Pengguna Perangkat Laptop ASUS di Indonesia
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Abstract
The purpose of this research is to examine the effect of trust and product information quality to brand loyalty mediated by customer satisfaction among ASUS laptop’s consumer in Indonesia. The sample in this research was determined by the quantitative method using a questionnaire from 9 January 2021 to 31 March 2021. This research was conducted by taking 204 respondent who was ASUS laptop’s user. This research uses a SmartPLS 3. The result of this research shows that: (1) Trust has a significant positive effect on brand loyalty; (2) Trust has a significant positive effect on customer satisfaction; (3) Product information quality has a significant positive effect on brand loyalty; (4) Product information quality has a significant positive effect on customer satisfaction; (5) Customer satisfaction has a significant positive effect on brand loyalty; (6) Customer satisfaction can mediate the effect of trust on brand loyalty; and (7) Customer satisfaction can mediate the effect of product information quality on brand loyalty.
Tujuan dari penelitian ini adalah meneliti pengaruh trust dan product information quality terhadap brand loyalty yang dimediasi oleh customer satisfaction pada konsumen pengguna perangkat laptop ASUS di Indonesia. Metode pengambilan sampel ini diukur menggunakan metode kuantitatif dengan kuesioner. Penelitian ini melibatkan 204 responden yang merupakan pengguna perangkat laptop ASUS. Penelitian ini menggunakan SmartPLS 3. Hasil penelitian ini menunjukkan bahwa: (1) Trust memiliki pengaruh positif dan signifikan terhadap brand loyalty; (2) Trust memiliki pengaruh positif dan signifikan terhadap customer satisfaction; (3) Product information quality memiliki pengaruh positif dan signifikan terhadap brand loyalty; (4) Product information quality memiliki pengaruh positif dan signifikan terhadap customer satisfaction; (5) Customer satisfaction memiliki pengaruh positif terhadap brand loyalty; (6) Customer satisfaction dapat memediasi pengaruh trust terhadap brand loyalty; dan (7) Customer satisfaction dapat memediasi pengaruh product information quality terhadap brand loyalty.
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