Electronic Theses and Dissertation

Penelitian ini menganalisis pengaruh perceived quality, perceived value, dan perceived differentiation terhadap brand loyalty dengan mediasi brand trust pada konsumen atariki japan di banda aceh. dengan menggunakan metode survei, data dikumpulkan dari 250 responden melalui kuesioner dan dianalisis menggunakan structural equation modeling (sem) dengan perangkat lunak amos. hasil penelitian menunjukkan bahwa perceived quality, perceived value, dan perceived differentiation secara signifikan memengaruhi brand trust. selanjutnya, brand trust memiliki pengaruh yang signifikan terhadap brand loyalty. mediasi brand trust memperkuat hubungan antara variabel independen dengan brand loyalty. penelitian ini mengungkapkan bahwa peningkatan persepsi kualitas, nilai, dan diferensiasi produk akan berdampak positif pada loyalitas merek melalui kepercayaan terhadap merek. temuan ini memberikan implikasi penting bagi pelaku usaha kuliner untuk fokus pada strategi pemasaran yang memperkuat brand trust guna meningkatkan loyalitas konsumen. kata kunci: perceived quality, perceived value, perceived differentiation, brand trust, brand loyalty

This study examines the effect of Perceived Quality, Perceived Value, and Perceived Differentiation on Brand Loyalty mediated by Brand Trust among Atariki Japan consumers in Banda Aceh. Using a survey method, data were collected from 250 respondents through questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS software. The results indicate that Perceived Quality, Perceived Value, and Perceived Differentiation significantly influence Brand Trust, which in turn significantly affects Brand Loyalty. Brand Trust mediates and strengthens the relationship between the independent variables and Brand Loyalty. The findings reveal that enhancing perceived quality, value, and product differentiation positively impacts brand loyalty through increased brand trust. These results emphasize the importance of focusing on marketing strategies that bolster Brand Trust to foster consumer loyalty, providing strategic insights for culinary business practitioners. Keywords: Perceived Quality, Perceived Value, Perceived Differentiation, Brand Trust, Brand Loyalty v