Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh dari brand personality dan perceived value terhadap consumer satisfaction yang dimediasi oleh trust pada pelanggan matahari department store kota banda aceh. sampel yang digunakan dalam penelitian ini adalah pelanggan matahari department store kota banda aceh yang berjumlah sebesar 200 responden. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil analisis dari sem mengidentifikasikan bahwa brand personality dan perceived value berpengaruh terhadap customer satisfaction, brand personality dan perceived value berpengaruh terhadap trust, trust berpengaruh terhadap customer satisfaction, trust memediasi brand personality dan perceived value terhadap consumer satisfaction. kata kunci : brand personality, perceived value, consumer satisfaction, trust, structural equation modeling.

This study aims to measure the influence of Brand Personality and Perceived Value on Consumer Satisfaction which is mediated by Trust in Matahari Department Store Customers in Banda Aceh City. The sample used in this study was Matahari Department Store Customers in Banda Aceh City, amounting to 200 respondents. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) is used as an analytical method to determine the effect of the variables involved. Based on the results of analysis from SEM identified that Brand Personality and Perceived Value have an effect on Consumer Satisfaction, Brand Personality and Perceived Value have an effect on Trust, Trust has an effect on Consumer Satisfaction, Trust mediates Brand Personality and Perceived Value on Consumer Satisfaction. Keywords: Brand Personality, Perceived Value, Consumer Satisfaction, Trust, Structural Equation Modeling.