The Influence of Brand Awareness and Brand Trust on Brand Loyalty through Customer Satisfaction as an Intervening Variable (Study on Aqua Drinking Water Consumers in Surabaya)
DOI:
https://doi.org/10.55927/eajmr.v3i3.8645Keywords:
Brand Awareness, Brand Trust, Customer Satisfaction, Brand LoyaltyAbstract
The purpose of this study was to analyze the effect of brand awareness and brand trust on brand loyalty through customer satisfaction on bottled drinking water for the Aqua brand. This research method is quantitative research with the analysis technique used is path analysis. The sample used was random sampling with 100 respondents. The result of this study is that brand trust affects customer satisfaction. Meanwhile, brand awareness has no effect on customer satisfaction. Brand awareness affects brand loyalty while brand trust and customer satisfaction have no effect on brand loyalty. Brand trust affects brand loyalty through customer satisfaction, while brand awareness has no effect on brand loyalty through customer satisfaction.
References
Amelia, A., & Erdiansyah, R. (2018). Pengaruh Brand Awareness dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi pada Pelanggan Produk Spring bed Merek Kangaroo di Toko Prioritas, Pekanbaru). Prologia, 2(2), 229-235. https://doi.org/10.24912/pr.v2i2.3581
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, 102117. https://doi.org/10.1016/j.jretconser.2020.102117
Heffernan, C., Jenkinson, C., Holmes, T., Macleod, H., Kinnear, W., Oliver, D., ... & Ampong, M. A. (2006). Management of respiration in MND/ALS patients: an evidence based review. Amyotrophic Lateral Sclerosis, 7(1), 5-15. https://doi.org/10.1080/14660820510043235
Mamahit, B. V., Mandey, S. L., & Jorie, R. J. (2021). Analisis Strategi Pemasaran Jasa Cv. Caritas Dei Nobiscum Untuk Meningkatkan Daya Saing. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(3), 892-901. https://doi.org/10.35794/emba.v9i3.35062
MordonIntelligence.2023."Indonesia Bottled Water Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)". www.mordorintelligence.com. Diakses pada 20 September 2023
Ngabiso, F., Radji, D. L., & Kango, U. (2021). Pengaruh Citra Merek (Brand Image) Dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) Pada Produk Air Minum Dalam Kemasan Merek Aqua (Studi Pada Konsumen Amdk Merek Aqua Di Kota Gorontalo). JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 4(1), 1-12. https://doi.org/10.37479/jimb.v4i1.10453
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
Putra, T. W., & Keni, K. (2020). Brand experience, perceived value, brand trust untuk memprediksi brand loyalty: Brand love sebagai variabel mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(1), 184-193. https://doi.org/10.24912/jmieb.v4i1.7759
Samsudin, A., Hidayat, R., Manurung, Z. M., Ayu, A. W., Prameswari, M. A., & Restiatin, R. (2023). Pengaruh Brand Awareness dan Desain Produk terhadap Minat 64 Beli Konsumen pada Produk Emas. El-Mujtama: Jurnal Pengabdian Masyarakat, 3(2), 626-631.
Sayekti, M. D., & Dwiridotjahjono, J. (2023). Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas melalui Kepuasan Konsumen sebagai Variabel Intervening. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 2511- 2524. https://doi.org/10.47467/alkharaj.v5i6.2430
Suryani, S., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand Trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating Pada Startup Business Unicorn Indonesia. Journal of Business Studies, 4(1), 41-53
Topbrand.2023. "Top brand index AMDK tahun 2019-2023". www.topbrandaward.com/. Diakses pada 25 September 2023
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Nabila Adelia, R. Yuniardi Rusdianto
This work is licensed under a Creative Commons Attribution 4.0 International License.
