Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pelanggan dengan Kepuasan sebagai Mediasi pada Produk AMDK Merek AQUA (Studi Kasus Konsumen Aqua Di Kota Semarang)

Abstract

This study aims to examine the influence of brand image and brand trust on customer loyalty, with customer satisfaction as a mediating variable in the context of AQUA bottled water. The decline in customer loyalty has been driven by external factors such as boycott campaigns and concerns over the safety of gallon packaging. A quantitative approach was employed using explanatory research methods. Data were collected through questionnaires distributed to 96 AQUA consumers in Semarang. The analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results reveal that brand image and brand trust positively affect both customer satisfaction and loyalty. Furthermore, customer satisfaction mediates the relationship between brand image and brand trust on customer loyalty. These findings highlight the importance of strengthening brand image and trust to maintain customer loyalty amid public health and social issues. From a practical side, this understanding is important for companies to formulate adaptive marketing strategies in the midst of complex social pressures. From a scientific side, this study fills the gap regarding consumer loyalty in the context of social pressure and ideological values.