BRAND LOYALTY, CONSUMER EXPERIENCE, AND CUSTOMER SATISFACTION FUNCTION AS MODERATING FACTORS ON CUSTOMER LOYALTY (A CASE AT PT. TRIMITRA GARMEDINDO INTERBUANA) Ayuningtyas Y Hapsari, Ratih Hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo
Program Studi Doktor Manajemen, Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia
Abstract
Brand trust and customer experience are considered to have an impact on consumer loyalty. This study intends to ascertain the impact of brand loyalty and customer experience on PT. Trimitra Garmedindo Interbuana customers^ satisfaction. The sample employed in this study, which employs a quantitative methodology, is a business that frequently makes purchases from PT. Trimitra Garmedindo Interbuana. Based on the findings of the study, it was discovered that at PT. Trimitra Garmedindo Interbuana, brand trust and customer experience had a substantial impact on customer loyalty through customer satisfaction as a mediating variable. When customers are satisfied with a company^s products or services, they are more likely to develop trust in the brand and have a positive experience if a medical device company consistently delivers high-quality products that meet customer needs, it can help to build brand trust and improve the customer experience. In turn, this can lead to increased customer loyalty. The findings is the strength of this relationship can be affected by customer satisfaction. If customers are highly satisfied with a company^s products or services, this can amplify the impact of brand trust and customer experience on customer loyalty.
Keywords: Brand Trust, Customer Experience, Customer Satisfaction and Customer Loyalty
Topic: Marketing Management, Relationship Marketing, Service Marketing
