The Impact of Brand Trust on Brand Loyalty with Mediation of Customer Satisfaction at Tokobagus.com

The Impact of Brand Trust on Brand Loyalty with Mediation of Customer Satisfaction at Tokobagus.com

Author		: RIZKY SAPUTRA; CITRA KUSUMA DEWI
Published on	: Emerging Trends in Academic Research (ETAR) 2014 (ASTON DENPASAR HOTEL & CONVENTION CENTER Bali Indonesia)

Abstract

“The conventional way of shopping that is offline in store has been modernized into online shopping trend. The numerous online shopping website occur due to the opportunity that leads to the interesting and need-to-be-anticipated competition.
Tokobagus.com, the number one and highest in trafic rank online shopping website in Indonesia, needs to sustain its postition with right strategy and employ the necessary factors in the business, which are brand trust, customer satisfaction, and brand loyalty. These are needed to boost the profit and sustain in the tightening competition nowadays. This is an causal-assosiative research with quantitative approach. The research employs 100 respondents through online questionaire with convenience sampling for data collection. It applies descriptive analysis and path analysis. The research shows that all three variables; brand trust, customer satisfaction, and brand loyalty; have been in good condition, but not in the maximum level of each degree.

The research also shows that (1) Brand trust affects customer satisfaction of Tokobagus.com. It is equal to 69,7%.
(2) Customer satisfaction affects brand loyalty. It is equal to 53%.
(3) Brand trust affects brand loyalty durectly. It is equal to 3,8%.
(4) indirectly, brand trust affects brand loyalty with customer sastisfaction as mediation. It is equal to 60,8%.”

Keywords: brand trust, customer satisfaction, brand loyalty