Pengaruh Brand Communication Dan Brand Image Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening: Studi Kasus Pada Konsumen Brand Elzatta Hijab Di Kota Bandung
Abstract
Elzatta Hijab merupakan merek busana Muslim yang berdiri di Bandung pada tahun 2012 dan dikenal dengan koleksi bergaya feminin. Penurunan peringkat Elzatta dalam Top Brand Award selama tiga tahun terakhir serta kasus penipuan yang mencatut nama merek menjadi latar belakang penelitian ini. Tujuan penelitian adalah untuk menganalisis pengaruh brand communication dan brand image terhadap brand loyalty, dengan brand trust sebagai variabel mediasi. Penelitian ini menggunakan strategi kuantitatif dengan mensurvei 300 partisipan menggunakan teknik sampel purposive. Data dikumpulkan secara daring menggunakan Google Form yang dibagikan melalui berbagai platform media sosial. Kami memanfaatkan SmartPLS, yang merupakan singkatan dari Partial Least Squares Structural Equation Modelling, untuk menganalisis data. Hasil menunjukkan bahwa seluruh variabel masuk dalam kategori baik. Brand communication berpengaruh positif terhadap brand image, brand trust, dan brand loyalty. Brand image juga berpengaruh positif terhadap brand trust dan brand loyalty. Selain itu, brand trust berpengaruh positif terhadap brand loyalty, serta memediasi secara signifikan hubungan antara kedua variabel independen dengan loyalitas merek. Saran praktis bagi Elzatta adalah meningkatkan komunikasi interaktif, menjaga kualitas produk, dan mengembangkan program loyalitas. Secara teoritis, penelitian lanjutan disarankan untuk menambahkan variabel lain dan mempertimbangkan karakteristik demografis. Kata kunci: brand communication, brand image, brand trust, brand loyalty
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