Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh kualitas produk dan citra merek terhadap loyalitas pelanggan yang dimediasi kepercayaan pelanggan pada pengguna sepeda motor merek yamaha di banda aceh. metode pengambilan sampel pada penelitian ini menggunakan purposive sampling dengan sampel 150 responden. hasil penelitian ini menunjukkan bahwa variabel kualitas produk dan kepercayaan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan. variabel citra merek dan kepercayaan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan. selanjutnya, variabel kepercayaan pelanggan memediasi secara penuh antara kualitas produk terhadap loyalitas pelanggan. variabel kepercayaan pelanggan memediasi secara parsial antara citra merek terhadap loyalitas pelanggan. kata kunci : kualitas produk, citra merek, kepercayaan pelanggan, loyalitas pelanggan abstract this study aims to examine the effect product quality and brand image on customer loyalty mediated by customer trust to yamaha motorcycle users in banda aceh. sampling method on this research using purposive sampling with samples of 150 respondents. the results of this study indicate that the variables of product quality and customer trust have a significant effect on customer loyalty. variable of brand image and customer trust have a significant effect on customer loyalty. furthermore, customer trust variables mediate fully between product quality on customer loyalty. customer trust variables mediate partially between brand image on customer loyalty. key words : product quality, brand image, customer trust, customer loyalty