The Influence of Brand Image and Perceived Quality on Brand Loyalty with Brand Trust as Mediator in PT Bank Syariah Mandiri

DOI

10.2991/piceeba2-18.2019.38How to use a DOI?

Keywords

Brand Image, Perceived Quality, Brand Trust, Brand Loyalty

Abstract

This study aims to analyze the influence of brand image and perceived quality on brand loyalty with brand trust as a mediating variable on the PT Bank Syariah Mandiri micro unit in the West Sumatra region. Respondents in this study were customers who were still actively financing the micro units of PT Bank Syariah Mandiri in Padang Cluster with a total sample of 308 respondents. The data analysis technique used to discuss the problems in this study is Structural Equation Model (SEM). Research results prove that: (1). Brand Image and Brand trust have a significant and positive effect on Brand Loyalty; (2). Perceived Quality has no significant effect on Brand Loyalty; (3). Brand Image and Perceived Quality have a significant and positive effect on Brand Trust; (4). Brand trust is mediating the influence of Brand Image on Brand Loyalty; (5). Brand trust is mediating the influence of perceived quality on brand loyalty.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Rahmatullah Rahmatulloh
AU  - Yasri Yasri
AU  - Abror Abror
PY  - 2019/04
DA  - 2019/04
TI  - The Influence of Brand Image and Perceived Quality on Brand Loyalty with Brand Trust as Mediator in PT Bank Syariah Mandiri
BT  - Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)
PB  - Atlantis Press
SP  - 285
EP  - 294
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba2-18.2019.38
DO  - 10.2991/piceeba2-18.2019.38
ID  - Rahmatulloh2019/04
ER  -