Antecedent Yang Mempengaruhi Brand Trust dan Brand Loyalty Yang di Mediasi Oleh Customer Engagement

Pramesti Dewi, Silvi and -, Prof. Dr. Muzakar Isa, S.E.,M.Si.,CSBA.,CIPE and -, Dr Rini Kuswati S.E., M.Si. (2025) Antecedent Yang Mempengaruhi Brand Trust dan Brand Loyalty Yang di Mediasi Oleh Customer Engagement. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of product quality, customer experience, and brand communication on brand trust and brand loyalty, with customer engagement as a mediating variable among customers of Pawon Sewu Restaurant in Magetan Regency. A quantitative research method was employed, using questionnaires distributed to 400 respondents selected through purposive sampling. Data were analyzed with Partial Least Square Structural Equation Modeling (PLS-SEM) using SmartPLS software. The findings reveal that product quality, customer experience, and brand communication have a positive and significant effect on both brand trust and brand loyalty. Furthermore, customer engagement acts as a significant mediator that strengthens the relationship between antecedent variables and outcomes. Path analysis also indicates that brand trust significantly influences brand loyalty. Practically, these results suggest that Pawon Sewu management should consistently maintain product quality, enhance customer experience, and develop transparent, interactive, and consistent brand communication strategies to increase customer engagement. Therefore, this study provides theoretical contributions to brand management literature and practical implications for marketing strategy development in the restaurant industry.

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	brand communication, brand loyalty, brand trust, customer engagement, product quality
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > S2 Manajemen
Depositing User:	SILVI PRAMESTI DEWI
Date Deposited:	05 Nov 2025 05:58
Last Modified:	05 Nov 2025 05:58
URI:	http://eprints.ums.ac.id/id/eprint/139172

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