Pengaruh Brand Awareness Dan Brand Loyalty Terhadap Loyalitas Konsumen Melalui Kepercayaan Konsumen Sebagai Variabel Mediasi (Studi Pada Pengguna Shopee di Kota Malang)

Abstract

Abstract

This study aims to analyze the effect of Brand awareness and Brand loyalty on consumer loyalty, with consumer trust as a mediating variable, in used-gadget purchases on the Shopee online marketplace in Malang City. A quantitative approach with an explanatory research method was employed. The sample consisted of 120 respondents who were active Shopee users in Malang City and had made used-gadget purchase transactions, determined using the purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS) with the assistance of SmartPLS 4 software. The results show that Brand awareness and Brand loyalty each have a positive and significant effect on consumer trust. Brand awareness also has a positive and significant effect on consumer loyalty, while Brand loyalty has no significant direct effect on consumer loyalty. Consumer trust is proven to have a positive and significant effect on consumer loyalty and significantly mediates the effect of both Brand awareness and Brand loyalty on consumer loyalty. These findings indicate that consumer trust serves as a key factor that converts Brand awareness and attitudinal loyalty into real behavioral loyalty in used-gadget transactions. The implications of this study emphasize the importance for Shopee of strengthening Brand awareness and building consumer trust through transaction transparency and fund security guarantees, in order to enhance consumer loyalty in the used-gadget product category.

Keywords: Brand awareness, Brand loyalty, Consumer Trust, Consumer Loyalty, Used Gadgets, Online Marketplace, SEM-PLS