Influence Analysis of Product Quality and Brand Trust against Customer Satisfaction and Impact on Customer Loyalty Wardah Brand Cosmetics in Jabotabek


Authors : Ajeng Syarifah, M. Mukti Ali

Volume/Issue : Volume 5 - 2020, Issue 4 - April

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/2yTO3HF

The purpose of this research is to develop a comprehensive model by measuring the effect of product quality and brand trust on customer satisfaction, which impacts on customer loyalty. This research applies a descriptive research design using survey methods. Sampling uses convenient sampling as a sampling technique. This study uses the structural equation modeling (Lisrel) approach - Lisrel to test the influence of the significance of the overall model and predetermined pathway. The findings show that product quality and brand trust have a significant effect on customer satisfaction. Other results indicate that customer satisfaction is having a substantial impact on customer loyalty.

Keywords : Product Quality, Brand Trust, Customer Satisfaction, and Customer Loyalty.

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