The Effect of Brand Communication, Brand Image and Perceived Social Media on Brand Loyalty With Brand Trust as a Variable of Mediation in Rendang Asese in Padang City

摘要

This study aims to determine the effect of brand communication, brand image and perceived social media on brand loyalty with brand trust as a mediating variable in Rendang Asese in Padang City. The population in this study are consumers who have consumed Rendang Asese using primary data. The sampling technique uses purposive sampling. The number of samples in this study were 130 respondents. Data analysis method used is to use a partial least square (PLS) structural equation model on the assistance of the SmartPLS 3 program. The results of the study show that brand trust variables have a positive and significant influence on brand loyalty. The brand communication variable has no influence on brand trust. The brand communication variable has no influence on brand loyalty through brand trust. The brand image variable has a positive and significant influence on brand trust. The brand image variable has a positive and significant influence on brand loyalty through brand trust. The brand communication variable has a positive and significant influence on brand loyalty through brand image and brand trust. The variable perceived social media has a positive and significant influence on brand trust. The variable perceived social media has a positive and significant influence on brand loyalty through brand trust.