The Service Quality and Brand Trust Toward Purchase Decisions the Mediating Role of Customer Satisfaction : A Conceptual Paper

Fahmi Renaldy Azzam; Arry Widodo; Anita Silvianita; Nurafni Rubiyanti

doi:10.55927/ijis.v3i5.9208

Authors

Fahmi Renaldy Azzam Telkom University
Arry Widodo Telkom University
Anita Silvianita Telkom University
Nurafni Rubiyanti Telkom University

DOI:

https://doi.org/10.55927/ijis.v3i5.9208

Keywords:

Brand Trust, Customer Satisfaction, Purchase Decision, Service Quality

Abstract

This research analyzes the relationship between service quality and brand trust through customer satisfaction regarding purchase decisions with a sample of Bandung people who know and have bought Crocs products at Shopee. This research method is Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach, using the help of SmartPLS 3.0 software. This research shows an influence between service quality and brand trust on purchase decisions through customer satisfaction. Customer satisfaction mediates between service quality, brand trust, and purchase decisions. This research has several implications for companies that pay attention to service quality and build brand trust to create customer satisfaction, which impacts increasing purchase decisions

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