Electronic Theses and Dissertation

Abstrak penelitian ini menganalisis pengaruh brand communication dan brand image terhadap brand loyalty yang dimediasi oleh brand trust pada produk skincare scarlett di banda aceh. dengan menggunakan metode survei, data dikumpulkan dari 180 responden melalui kuesioner dan dianalisis menggunakan structural equation modeling (sem) dengan perangkat lunak amos. hasil penelitian menunjukkan bahwa brand communication, brand image dan brand trust berpengaruh terhadap brand loyalty, kemudian brand communication dan brand image berpengaruh terhadap brand trust. berdasarkan pengujian mediasi ditemukan bahwa brand trust memediasi hubungan brand communication dan brand image terhadap brand loyalty. kata kunci : brand loyalty; brand communication; brand image; brand trust

ABSTRACT This study analyzes the influence of brand communication and brand image on brand loyalty mediated by brand trust on Scarlett skincare products in Banda Aceh. Using a survey method, data was collected from 180 respondents through a questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS software. The results of the study indicate that brand communication, brand image and brand trust have an effect on brand loyalty, then brand communication and brand image have an effect on brand trust. Based on the mediation test, it was found that brand trust mediates the relationship between brand communication and brand image on brand loyalty. Keyword: Brand Loyalty; Brand Communication; Brand Image; Brand Trust