Pengaruh Product Quality dan Brand Trust terhadap Customer Loyalty yang Dimediasi oleh Customer Satisfaction Produk Pensil Alis Maybelline di Kota Bandung
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh product quality dan brand trust terhadap customer loyalty yang dimediasi oleh customer satisfaction pada produk pensil alis Maybelline di Kota Bandung. Intrumen yang digunakan pada penelitian ini sudah dinyatakan lulus uji validitas dan reliabilitas. Teknik analisis data yang digunakan diantaranya adalah uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi berganda, uji sobel, dan uji hipotesis. Pada penelitian ini pengujian instrument menggunakan SPSS versi 25. Berdasarkan hasil penelitian ini diperoleh bahwa product quality dan brand trust berpengaruh positif dan signifikan terhadap customer satisfaction, product quality dan brand trust berpengaruh positif dan signifikan terhadap customer loyalty, customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty, dan customer satisfaction memediasi pengaruh product quality dan brand trust terhadap customer loyalty.
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[1]
“Pengaruh Product Quality dan Brand Trust terhadap Customer Loyalty yang Dimediasi oleh Customer Satisfaction Produk Pensil Alis Maybelline di Kota Bandung”, intelektualita, vol. 13, no. 1, pp. 56–60, May 2024, doi: 10.19109/intelektualita.v13i1.21293.
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How to Cite
[1]
“Pengaruh Product Quality dan Brand Trust terhadap Customer Loyalty yang Dimediasi oleh Customer Satisfaction Produk Pensil Alis Maybelline di Kota Bandung”, intelektualita, vol. 13, no. 1, pp. 56–60, May 2024, doi: 10.19109/intelektualita.v13i1.21293.