Universitas Syiah Kuala | ELECTRONIC THESES AND DISSERTATION

Electronic Theses and Dissertation

Universitas Syiah Kuala

    SKRIPSI
SAYED HAFIDH, THE INFLUENCE OF SERVICE QUALITY AND PERCEIVED VALUE TOWARDS BRAND TRUST WITH BRAND IMAGE AS MEDIATION VARIABLE ON COFFEE SHOP CUSTOMERS IN BANDA ACEH. Banda Aceh Fakultas Ekonomi Manajemen,2024

Baca Juga : PENGARUH SOCIAL MEDIA MARKETING DAN PERCEIVEDVALUE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND TRUST PADA PELANGGAN MEREK EXECUTIVE DI KOTA BANDA ACEH (NAUFAL ROMIZ MALTUF, 2025)

Abstract

This research explores the impact of service quality and perceived value on brand trust, with brand image serving as a mediator, among coffee shop customers in Banda Aceh. Data was gathered through questionnaires completed by 250 respondents and analyzed using Structural Equation Modeling (SEM). The findings reveal that service quality significantly influences brand trust, both directly and indirectly through brand image. Conversely, perceived value does not impact brand trust, neither directly nor indirectly via brand image. Notably, only service quality affects brand image. Keywords: Service Quality, Perceived Value, Brand Image, Brand Trust

Baca Juga : PENGARUH SELF-EXPRESSIVE BRAND, BRAND ATTACHMENT DAN BRAND TRUST TERHADAP BRAND ADVOCACY YANG DIMEDIASI OLEH BRAND LOVE CUSTOMER BUTTONSCARVES (Bunayya Aldisa, 2024)



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