Pengaruh Customer Brand Engagement dalam Mempengaruhi Brand Trust Serta Dampaknya terhadap Customer Loyalty
DOI:
https://doi.org/10.55606/jumbiku.v6i1.6925Keywords:
Brand Trust, Customer Brand Engagement, Customer Loyalty, Partial Least Squares, Structural Equation ModelingAbstract
Customer loyalty in the tourism transportation service company is shown by customers' tendency to switch to other service providers, including PO—Yenneke Trans in Bandung City. Customer loyalty is influenced by the level of trust in the brand, where brand trust plays an important role in building long-term relationships with customers. One factor that affects the formation of brand trust is customer brand engagement. This study aims to find out the effect of customer brand engagement on brand trust and its impact on customer loyalty at PO—Yenneke Trans in Bandung City. The method used in this study is a quantitative approach, employing both descriptive and verificative methods. The data used come from primary data obtained through distributing questionnaires to PO. Yenneke Trans customers. The population in this study consists of all customer POs. Yenneke Trans in Bandung City in the past year, with 75 samples determined based on the research criteria. The data analysis technique used is Structural Equation Modeling-Partial Least Squares (SEM-PLS) with data processing using the SmartPLS software. The study results show that customer brand engagement has a positive and significant effect on brand trust. Next, brand trust has a positive and significant effect on customer loyalty. However, customer brand engagement does not directly affect customer loyalty, but rather indirectly through brand trust. These findings indicate that brand trust acts as a mediating variable in the relationship between customer brand engagement and customer loyalty.
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