Open AccessPERAN KEPERCAYAAN MEREK MEMEDIASI PENGARUH KEPUASAN KONSUMEN TERHADAP NIAT BERPINDAH MEREK
Author(s) -
Ida Bagus Gede Bhasmara Putra,
Ni Made Wulandari Kusumadewi
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i10.p24
Subject(s) - sobel test , mediation , advertising , psychology , nonprobability sampling , path analysis (statistics) , business , social psychology , sociology , social science , population , demography , self esteem , statistics , mathematics
Mismatch between consumer expectations and the reality obtained this will sooner or later affect the decline in brand trust so this stops buying and looking for other brands to satisfy their desires and expectations. The purpose of this study was to determine the effect of customer satisfaction on the intention to switch brands through brand trust in Simpati card users in the city of Denpasar. This study used a sample of 90 respondents through a purposive sampling method. Data collection method used through questionnaires. The data analysis technique used is path analysis technique and sobel test. The results of the analysis show that consumer satisfaction has a positive effect on brand trust, consumer satisfaction has a negative effect on the intention to switch brands, brand trust has a negative effect on the intention to switch brands and brand trust as a mediation of consumer satisfaction with the intention to change brands.
Keywords: consumer satisfaction, brand trust, intention to change brands