Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh product innovation, brand image recognition dan brand experience terhadap brand loyalty yang dimediasi oleh brand trust. sampel yang digunakan dalam penelitian ini adalah mahasiswa aktif universitas syiah kuala yang telah melakukan pembelian produk somethinc sebanyak minimal dua kali. jumlah responden dalam penelitian ini sebanyak 300 responden. teknik pengambilan sampel yang digunakan adalah non-probability sampling. analisis data menggunakan model structural equation modelling (sem) dengan metode analisis menggunakan confirmator factor analysis (cfa) dengan menggunakan alat bantu program amos. hasil penelitian menunjukkan hasil bahwa brand image recognition dan brand experience berpengaruh terhadap brand loyalty, sementara product innovation tidak berpengaruh langsung. namun, product innovation, brand image recognition, dan brand experience terbukti berpengaruh terhadap brand trust. selain itu, brand trust juga berpengaruh terhadap brand loyalty serta memediasi pengaruh ketiga variabel tersebut terhadap brand loyalty. kata kunci: product innovation, brand image recognition, brand experience, brand loyalty dan brand trust

ABSTRACT This study aims to measure the influence of Product Innovation, Brand Image Recognition, and Brand Experience on Brand Loyalty, as mediated by Brand Trust. The sample used in this study were active students at Syiah Kuala University who had purchased Somethinc products at least twice. The number of respondents in this study was 300. The sampling technique used was NonProbability Sampling. Data analysis used Structural Equation Modeling (SEM) with Confirmatory Factor Analysis (CFA) and the AMOS software tool. The results showed that Brand Image Recognition and Brand Experience influenced Brand Loyalty, while Product Innovation had no direct effect. However, Product Innovation, Brand Image Recognition, and Brand Experience were proven to influence Brand Trust. Furthermore, Brand Trust also influenced Brand Loyalty and mediated the influence of these three variables on Brand Loyalty. Keywords: Product Innovation, Brand Image Recognition, Brand Experience, Brand Loyalty, and Brand Trust