THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON LOYALTY MEDIATED BY CONSUMER SATISFACTION ON PURCHASES OF MR.DIY PRODUCTS IN SELONG CITY

Abstract

This research aims to determine the influence of brand image and brand trust on consumer loyalty which is mediated by satisfaction with purchasing MR.DIY products in Selong City. The population in this study are consumers who have shopped at MR.DIY in Selong City using a sample of 10x10 = 100 respondents. The research method used in this research is quantitative. This research is associative, using SEM-PLS with SmartPLS 0.4. The research results show (1) Brand Image does not have a positive and significant influence on consumer loyalty, (2) Brand Image has a positive and insignificant influence on consumer satisfaction, (3) Brand Trust has a positive and significant influence on consumer loyalty, (4) Brand Trust has a positive and significant influence on consumer satisfaction, (5) Consumer Loyalty has a positive and significant influence on consumer satisfaction, (6) Brand Image has a positive and insignificant influence on consumer loyalty which is mediated by satisfaction, (7) Brand Trust has a positive and significant influence on consumer loyalty which is mediated by satisfaction with product purchases MR.DIY in Selong City.

Key Words: Brand Image, Brand Trust, Loyalty, and Satisfaction