Electronic Theses and Dissertation

Penelitian ini menguji pengaruh brand experience dan firm-generated content terhadap brand trust serta dampaknya pada customer satisfaction, dengan umur sebagai variabel pemoderasi pada pengguna produk telkomsel di banda aceh. menggunakan pendekatan kuantitatif dengan sampel 210 responden, data dikumpulkan melalui kuesioner dan dianalisis menggunakan pls-sem. hasil penelitian menunjukkan bahwa kondisi semua variabel berada pada kategori cukup baik. hasil uji hipotesis membuktikan bahwa brand experience dan firm-generated content berpengaruh positif dan signifikan terhadap brand trust. selanjutnya, brand experience dan brand trust berpengaruh positif dan signifikan terhadap customer satisfaction, namun firm-generated content tidak berpengaruh langsung secara signifikan. di sisi lain, brand trust terbukti memediasi secara signifikan pengaruh brand experience dan firm-generated content terhadap customer satisfaction, serta umur terkonfirmasi berperan sebagai variabel pemoderasi. implikasi penelitian menyarankan telkomsel untuk memperkuat aspek emosional pelanggan dan memastikan keselarasan konten resmi dengan kualitas layanan aktual di lapangan. kata kunci: brand experience, firm-generated content, brand trust, customer satisfaction, umur, telkomsel.

This study examines the effect of Brand Experience and Firm-Generated Content on Brand Trust and its impact on Customer Satisfaction, with Age as a moderating variable among Telkomsel users in Banda Aceh. Utilizing a quantitative approach with 210 respondents, data were gathered via questionnaires and analyzed using PLS-SEM. Descriptive findings indicate that all variables are in a reasonably good category. Hypothesis testing reveals that both Brand Experience and Firm-Generated Content significantly and positively affect Brand Trust. Furthermore, Brand Experience and Brand Trust have positive and significant effects on Customer Satisfaction, whereas Firm-Generated Content shows no significant direct impact. Additionally, Brand Trust empirically mediates the effects of Brand Experience and Firm-Generated Content on Customer Satisfaction, and Age is confirmed to act as a significant moderating variable. The study suggests Telkomsel strengthen emotional customer attachment and ensure alignment between official corporate content and actual service quality. Keywords: Brand Experience, Firm-Generated Content, Brand Trust, Customer Satisfaction, Age, Telkomsel.