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.
Title: The Role of Brand Trust Mediate The Relationship Of Brand Image With Brand Loyalty
Author: Ida Bagus Gede Bayu Kresnadana, I Made Jatra
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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