The Influence of Brand Trust and Perceived Quality on Loyalty Brand in the Mediation of Customer Satisfaction on Consumers of Coffee Memories of Sun Plaza in Medan City
Introduction
The coffee industry in Indonesia has experienced significant growth in recent years, with the increasing demand for coffee consumption. This growth has led to the development of various coffee shops in cities like Medan, creating a competitive market for businesses. In this context, the purpose of this study is to investigate the effect of brand trust and perceived quality on brand loyalty through customer satisfaction on consumers of coffee memories of Sun Plaza in Medan City.
Background
The coffee shop business in Medan has become increasingly competitive, with various brands vying for customer attention. In this context, building brand trust and perceived quality is crucial for businesses to differentiate themselves and attract loyal customers. However, many coffee shops in Medan face challenges in building brand trust and perceived quality, leading to low customer satisfaction and loyalty.
Research Objectives
The main objective of this study is to investigate the effect of brand trust and perceived quality on brand loyalty through customer satisfaction on consumers of coffee memories of Sun Plaza in Medan City. Specifically, this study aims to:
Examine the relationship between brand trust and customer satisfaction
Investigate the relationship between perceived quality and customer satisfaction
Analyze the relationship between customer satisfaction and brand loyalty
Examine the mediating effect of customer satisfaction on the relationship between brand trust and brand loyalty
Investigate the mediating effect of customer satisfaction on the relationship between perceived quality and brand loyalty
Methodology
This study used a quantitative approach, with a sample of 96 customers who visited coffee memories of Sun Plaza in Medan City. The data was collected through a questionnaire that used the probability of sampling. The structural equation model was used to analyze the data.
Results
The results of this study showed that brand trust had a significant negative effect on customer satisfaction and brand loyalty. Conversely, perceived quality had a significant positive influence on customer satisfaction and brand loyalty. Additionally, customer satisfaction had a significant positive influence on brand loyalty.
Furthermore, the analysis showed that brand trust and perceived quality simultaneously had a positive and significant influence on brand loyalty. However, interestingly, brand trust had a significant negative effect on brand loyalty through customer satisfaction, while perceived quality had a significant positive influence on brand loyalty through customer satisfaction.
Discussion
The findings of this study suggest that brand trust and perceived quality are crucial factors in building customer satisfaction and loyalty. However, the results also indicate that brand trust has a negative effect on brand loyalty through customer satisfaction, while perceived quality has a positive influence on brand loyalty through customer satisfaction.
This study provides important insights for entrepreneurs and marketers to formulate an effective strategy in increasing brand loyalty among consumers. By improving product quality and creating positive customer experiences, coffee shops can increase their brand loyalty and survive in the midst of fierce competition in the coffee industry in Indonesia.
Conclusion
In conclusion, this study highlights the importance of brand trust and perceived quality in building customer satisfaction and loyalty. The findings of this study suggest that coffee shops in Medan need to focus on improving product quality and creating positive customer experiences to increase brand loyalty. Additionally, the study provides important insights for entrepreneurs and marketers to formulate an effective strategy in increasing brand loyalty among consumers.
Recommendations
Based on the findings of this study, the following recommendations are made:
Coffee shops in Medan need to focus on improving product quality and creating positive customer experiences to increase brand loyalty.
Entrepreneurs and marketers need to formulate an effective strategy in increasing brand loyalty among consumers, including improving product quality and creating positive customer experiences.
Coffee shops in Medan need to build brand trust by being transparent in their business practices, including the source of raw materials used and the process of making coffee.
Limitations
This study has several limitations, including:
The sample size was limited to 96 customers, which may not be representative of the entire population of coffee consumers in Medan.
The study only focused on coffee memories of Sun Plaza in Medan City, which may not be generalizable to other coffee shops in Medan.
The study only used a quantitative approach, which may not capture the nuances of customer behavior and preferences.
Future Research Directions
Future research directions include:
Investigating the effect of brand trust and perceived quality on brand loyalty in other industries, such as food and beverage or retail.
Examining the mediating effect of customer satisfaction on the relationship between brand trust and brand loyalty in other industries.
Investigating the impact of social media on brand loyalty and customer satisfaction in the coffee industry.
References
[List of references cited in the study]
Appendix
[Appendix includes additional tables, figures, and data that support the findings of the study]Frequently Asked Questions (FAQs) on The Influence of Brand Trust and Perceived Quality on Loyalty Brand in the Mediation of Customer Satisfaction on Consumers of Coffee Memories of Sun Plaza in Medan City
Q: What is the main objective of this study?
A: The main objective of this study is to investigate the effect of brand trust and perceived quality on brand loyalty through customer satisfaction on consumers of coffee memories of Sun Plaza in Medan City.
Q: What are the research objectives of this study?
A: The research objectives of this study are to:
Examine the relationship between brand trust and customer satisfaction
Investigate the relationship between perceived quality and customer satisfaction
Analyze the relationship between customer satisfaction and brand loyalty
Examine the mediating effect of customer satisfaction on the relationship between brand trust and brand loyalty
Investigate the mediating effect of customer satisfaction on the relationship between perceived quality and brand loyalty
Q: What is the methodology used in this study?
A: This study used a quantitative approach, with a sample of 96 customers who visited coffee memories of Sun Plaza in Medan City. The data was collected through a questionnaire that used the probability of sampling. The structural equation model was used to analyze the data.
Q: What are the findings of this study?
A: The findings of this study showed that brand trust had a significant negative effect on customer satisfaction and brand loyalty. Conversely, perceived quality had a significant positive influence on customer satisfaction and brand loyalty. Additionally, customer satisfaction had a significant positive influence on brand loyalty.
Q: What are the implications of this study?
A: The implications of this study suggest that brand trust and perceived quality are crucial factors in building customer satisfaction and loyalty. However, the results also indicate that brand trust has a negative effect on brand loyalty through customer satisfaction, while perceived quality has a positive influence on brand loyalty through customer satisfaction.
Q: What are the recommendations of this study?
A: Based on the findings of this study, the following recommendations are made:
Coffee shops in Medan need to focus on improving product quality and creating positive customer experiences to increase brand loyalty.
Entrepreneurs and marketers need to formulate an effective strategy in increasing brand loyalty among consumers, including improving product quality and creating positive customer experiences.
Coffee shops in Medan need to build brand trust by being transparent in their business practices, including the source of raw materials used and the process of making coffee.
Q: What are the limitations of this study?
A: This study has several limitations, including:
The sample size was limited to 96 customers, which may not be representative of the entire population of coffee consumers in Medan.
The study only focused on coffee memories of Sun Plaza in Medan City, which may not be generalizable to other coffee shops in Medan.
The study only used a quantitative approach, which may not capture the nuances of customer behavior and preferences.
Q: What are the future research directions?
A: Future research directions include:
Investigating the effect of brand trust and perceived quality on brand loyalty in other industries, such as food and beverage or retail.
Examining the mediating effect of customer satisfaction on the relationship between brand trust and brand loyalty in other industries.
Investigating the impact of social media on brand loyalty and customer satisfaction in the coffee industry.
Q: What are the practical implications of this study?
A: The practical implications of this study suggest that coffee shops in Medan need to focus on improving product quality and creating positive customer experiences to increase brand loyalty. Additionally, entrepreneurs and marketers need to formulate an effective strategy in increasing brand loyalty among consumers, including improving product quality and creating positive customer experiences.
Q: What are the theoretical implications of this study?
A: The theoretical implications of this study suggest that brand trust and perceived quality are crucial factors in building customer satisfaction and loyalty. However, the results also indicate that brand trust has a negative effect on brand loyalty through customer satisfaction, while perceived quality has a positive influence on brand loyalty through customer satisfaction.