Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk menganalisis pengaruh customer brand engagement (cbe) terhadap brand loyalty yang dimediasi oleh brand trust, brand awareness, dan brand image pada pelanggan solong premium di kota banda aceh. penelitian menggunakan pendekatan kuantitatif dengan 210 responden yang dipilih melalui purposive sampling dan dianalisis menggunakan pls-sem dengan smartpls 4.0. hasil penelitian menunjukkan bahwa cbe berpengaruh positif dan signifikan terhadap brand loyalty, brand trust, brand awareness, dan brand image. brand trust dan brand awareness juga berpengaruh positif dan signifikan terhadap brand loyalty dan terbukti memediasi pengaruh cbe terhadap brand loyalty. sebaliknya, brand image tidak berpengaruh signifikan terhadap brand loyalty dan tidak terbukti sebagai variabel mediasi. temuan ini mengimplikasikan pentingnya strategi keterlibatan pelanggan yang kuat untuk membangun kepercayaan dan kesadaran merek demi meningkatkan loyalitas pelanggan jangka panjang. kata kunci: customer brand engagement, brand loyalty, brand trust, brand awareness, brand image, pls-sem.

ABSTRACT This study aims to analyze the effect of Customer Brand Engagement (CBE) on Brand Loyalty mediated by Brand Trust, Brand Awareness, and Brand Image among Solong Premium customers in Banda Aceh. A quantitative approach was employed with 210 respondents selected through purposive sampling and analyzed using PLS-SEM via SmartPLS 4.0. The results show that CBE has a positive and significant effect on Brand Loyalty, Brand Trust, Brand Awareness, and Brand Image. Brand Trust and Brand Awareness also positively and significantly affect Brand Loyalty and are proven to mediate the effect of CBE on Brand Loyalty. In contrast, Brand Image has no significant effect on Brand Loyalty and is not supported as a mediating variable. These findings highlight the importance of strong customer engagement strategies in building brand trust and awareness to foster long-term customer loyalty. Keywords: Customer Brand Engagement, Brand Loyalty, Brand Trust, Brand Awareness, Brand Image, PLS-SEM.