How The Customer Satisfaction And Brand Trust Act as Mediating Variables? Case of iPhone Users in the Banda Aceh City
Zulfan Effendy, Permana Honeyta Lubis and Sorayan, Indonesia
Abstract: This research aims to analyze the effect of perceived value on brand loyalty both directly and indirectly through customer satisfaction and brand trust. The sampling technique used is the convenience sampling with the size of respondents as many as 170 iPhone users in the Banda Aceh city, while the data analysis technique used is Structural Equation Model (SEM). This research finds the several premises that strengthen the previous theories, that are: perceived value effects customer satisfaction and brand trust significantly; customer satisfaction and brand trust effects brand loyalty significantly; perceived value directly does not have a significant effect on brand loyalty, but indirectly perceived value effects brand loyalty through customer satisfaction and brand trust.