Pengaruh Brand Image terhadap Customer Loyalty melalui Trust sebagai Variabel Intervening
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap customer loyalty melalui Trust sebagai variabel intervening pada CV Maharani Siap Mokoh Farm Kintamani. Dalam industri agribisnis, khususnya sektor peternakan ayam petelur yang cenderung memiliki produk homogen, brand image dan Trust menjadi faktor penting dalam membangun loyalitas pelanggan jangka panjang. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian asosiatif kausal. Brand image diposisikan sebagai variabel independen, customer loyalty sebagai variabel dependen, dan Trust sebagai variabel mediasi. Data dikumpulkan melalui penyebaran kuesioner kepada 127 pelanggan CV Maharani Siap Mokoh Farm yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap customer loyalty, brand image berpengaruh positif dan signifikan terhadap Trust, serta Trust berpengaruh positif dan signifikan terhadap customer loyalty. Selain itu, Trust terbukti memediasi secara signifikan hubungan antara brand image dan customer loyalty. Temuan ini memberikan bukti empiris mengenai peran Trust dalam memediasi hubungan antara brand image dan customer loyalty serta memberikan implikasi praktis bagi penguatan strategi pemasaran di sektor agribisnis.
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