Authors :
Melati Putri Maheswari; Imam Suroso; Deasy Wulandari
Volume/Issue :
Volume 6 - 2021, Issue 12 - December
Google Scholar :
http://bitly.ws/gu88
Scribd :
https://bit.ly/31FKOBY
Abstract :
This research is an explanatory research using a
quantitative approach. Sources of data used are primary
and secondary data. The population in this study was users
of the Telkomsel provider as many as 140 respondents who
used the Telkomse provider. The data analysis method
used in this research is the Structural Equation Model. The
results of this study indicate that the role of brand trust
mediates the effect of brand positioning and brand
knowledge on customer loyalty to Telkomsel users in the
city of Jember. Consumer assessment of the brand is
something that is highly expected by the company, so it is
necessary to pay attention to brand trust, brand positioning
and brand knowledge to create consumer loyalty
Keywords :
Brand Trust, Brand Positioning, Brand Knowledge, Consumer Loyalty.
This research is an explanatory research using a
quantitative approach. Sources of data used are primary
and secondary data. The population in this study was users
of the Telkomsel provider as many as 140 respondents who
used the Telkomse provider. The data analysis method
used in this research is the Structural Equation Model. The
results of this study indicate that the role of brand trust
mediates the effect of brand positioning and brand
knowledge on customer loyalty to Telkomsel users in the
city of Jember. Consumer assessment of the brand is
something that is highly expected by the company, so it is
necessary to pay attention to brand trust, brand positioning
and brand knowledge to create consumer loyalty
Keywords :
Brand Trust, Brand Positioning, Brand Knowledge, Consumer Loyalty.
