International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (1010-1020), Month: October 2019 - March 2020, Available at: www.researchpublish.com
The Role of Brand Trust Mediate The Relationship Of Brand Image With Brand Loyalty Ida Bagus Gede Bayu Kresnadana1, I Made Jatra2 12 12
Udayana University
Faculty of Economics and Bussiness, Bali, Indonesia
Abstract: The development of globalization which is increasingly comprehensive in various parts of the world that affects the technological progress. This situation has an impact on community activities that are often supported by information technology itself that is able to facilitate all activities carried out by humans. The development of technology has an impact on the intense competition of companies or manufacturers to create and retain loyal customers, one of which is competition between brands of smartphones or smartphones. The purpose of this study is to explain the role of brand trust in mediating the relationship of brand image with brand loyalty. The study was conducted in the city of Denpasar with a total sample of 100 respondents of Samsung smartphone customers who have made repeat purchases (at least 2 times the purchase) of the product. The sample is determined using a non-probability sampling model, with a purposive sampling technique. The data analysis technique used is path analysis and multiple test. The results showed that. Brand image has a positive and significant effect on brand trust, brand image has a positive and significant effect on brand loyalty, brand trust has a positive and significant effect on brand loyalty, brand trust has a positive and significant effect in mediating the relationship between brand image and brand loyalty. The company is expected to do promotions in the future, in order to increase the social class of users in the eyes of the community, foster a level of consumer confidence in the security features of Samsung products, as well as evaluate products before the goods are distributed to the public, and create reward programs for customers who are willing to repurchase and recommend. Keywords: Brand Image, Brand Trust, Brand Loyalty.
I. INTRODUCTION The development of globalization which is increasingly comprehensive in various parts of the world that affects the technological progress. This situation has an impact on community activities that are often supported by information technology itself that is able to facilitate all activities carried out by humans. The development of technology has an impact on the intense competition of companies or producers to compete competitively in terms of creating and maintaining loyal customers and one of them is competition between brands. The real case of competition between brands in technological development is smartphone or smart phone. The existence of a smartphone is one of the effects of increasingly advanced technological developments. As social creatures, humans need social interaction, which is currently represented by the use of smartphones, which causes smartphone usage to increase from year to year, including in Indonesia. With a population of 250 million people in Indonesia, many technology-making companies make Indonesia a large target market, considering that smartphone users in Indonesia are also growing rapidly. This can be seen from smartphone user data via the Digital Research Website (databoks.katadata.co.id), as follows. Smartphone users are projected to reach 28% of Indonesia's total population in 2019, up 2% from the previous year. This number will continue to increase slowly over the next four years which is estimated to be around 33% of the total population of Indonesia. Data market penetration (market stimulation) smartphone to the population of Indonesia is quite large, about a quarter of the total population. But many are still using ordinary mobile phones or have not accessed the internet.
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