The Effect of Brand Experience, Brand Image, and Perceived Quality on Brand Loyalty through Brand Trust as a Mediating Variable

Abstract

This study aims to determine and analyze the effect of Brand Experience, Brand Image, and Quality Perception on Brand Loyalty with Brand Trust as an intervening variable. The research used purposive sampling and accidental sampling techniques, involving 100 respondents. The analysis in this study included validity and reliability tests, classical assumption tests, hypothesis testing using t-test, multiple linear regression analysis, coefficient of determination, path analysis, and Sobel test. The validity and reliability test results show that all questionnaire items are valid and reliable, and the classical assumption tests are fulfilled. The results of multiple linear regression analysis show that Brand Experience (b1 = 0.192), Brand Image (b2 = 0.432), Quality Perception (b3 = 0.239), and Brand Trust (b4 = 0.189) all have a positive effect on Brand Loyalty. Hypothesis testing results indicate that Brand Experience, Brand Image, Quality Perception, and Brand Trust each have a partially significant effect on Brand Loyalty, as shown by tcount > ttable for all variables. Furthermore, Brand Trust is proven to mediate the relationship between Brand Experience, Brand Image, and Quality Perception on Brand Loyalty, as indicated by significant Sobel test results.