PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PRODUK SOMETHINC

This study aims to: (1) determine the effect of brand image on customer loyalty, (2) determine
the effect of brand trust on customer loyalty, (3) determine the effect of brand image on
customer satisfaction, (4) determine the effect of brand trust on customer satisfaction, ( 5)
knowing the effect of customer satisfaction on customer loyalty, (6) knowing the effect of brand
image on loyalty mediated by customer satisfaction, (7) knowing the effect of brand trust on
customer loyalty mediated by customer satisfaction. This research was conducted on customers
of Somethinc products in Malang city, with a total of 120 respondents. The sampling technique
for this research uses probability sampling using non-probability sampling. Data collection
techniques in this study using a questionnaire. The data analysis technique uses Process Macro
Hayes with SPSS 25. The results of this study are: (1) brand image has a positive and significant
effect on customer loyalty, (2) brand trust has a positive and significant effect on customer
loyalty, (3) brand image has a positive effect and significant to customer satisfaction, (4) brand
trust has a positive and significant effect on customer satisfaction, (5) customer satisfaction
has a positive and significant effect on customer loyalty, (6) customer satisfaction can mediate
the effect of brand image on customer loyalty, (7) satisfaction customers can mediate the
influence of brand trust on customer loyalty