The Role of Brand Trust in Mediating the Influence of Brand Image and Product Quality on Consumer Loyalty of Honda Motorcycles in Malang City
DOI:
https://doi.org/10.24256/kharaj.v8i3.12592Keywords:
Brand image, Product Quality, Consumer Loyalty, Brand Trust, HondaAbstract
This study aims to analyze the influence of brand image and product quality on consumer loyalty of Honda motorcycles through brand trust as a mediating variable on Honda motorcycle users in Malang City. The study uses a quantitative approach with a survey method. Data were collected through distributing questionnaires to Honda motorcycle consumers in Malang City and analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results show that brand image has a positive and significant effect on consumer loyalty. Product quality has a positive and significant effect on consumer loyalty . Brand trust is not proven to mediate the influence of brand image on consumer loyalty. Meanwhile Brand trust has been shown to mediate product quality on consumer loyalty . Honda consumer loyalty is not only influenced by directly by brand image and product quality, but product quality can also increase consumer loyalty through brand trust.
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