KEPUASAN PENGGUNA SMARTPHONE SAMSUNG: PERAN BRAND TRUST DAN BRAND IMAGE DALAM PERSPEKTIF MAHASISWA UT BENGKULU

Authors

  • Herry Novrianda UT

DOI:

https://doi.org/10.24127/jm.v18i1.2215

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh brand trust dan brand image terhadap kepuasan konsumen smartphone Samsung. Penelitian ini merupakan penelitian descriptive research yang bertujuan untuk menjelaskan hubungan atau pengaruh yang terdapat di antara variabel-variabel yang diteliti. Responden dalam penelitian ini yaitu mahasiswa UT Bengkulu yang menggunakan produk smartphone Samsung berjumlah 120 responden dengan menggunakan teknik pengambilan sampel judgemental (purposive). Metode pengumpulan data digunakan kuesioner/ angket dengan metode analisis yang regresi linier berganda. Hasil penelitian ini menunjukkan bahwa  brand trust danbrand image secara simultan (bersama-sama) dan parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen. Artinya, bahwa semakin baik kepercayaan pelanggan terhadap merek perusahaan maka semakin puas konsumen dengan produk smartphone Samsung. Begitu juga dengan brand image, jika semakin baik citra merek produk maka semakin puas konsumen dengan produk smartphone Samsung.

Kata kunci: Brand Trust, Brand Image, Kepuasan Konsumen

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Published

2024-04-30

Issue

Vol. 18 No. 1 (2024): April

Section

Articles

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