PERAN KEPERCAYAAN MEMEDIASI PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi pada Finns VIP Beach Club Canggu)

Abstract

The tight competition in business that occurs demands entrepreneurs in the tourism sector must maintain customer loyalty for the sake of business continuity. The existence of tourism gives rise to the potential of business ventures that are very open to all parties in Bali. One type of tourism that is favored by foreign and local tourists is the Beach Club. The famous Beach Club in Bali is Finns VIP Beach Club Canggu. The purpose of the study is to find out the role of trust in mediating the influence of product quality and brand image on customer loyalty. This research was conducted in Canggu Village and Finns VIP Beach Club Canggu as the object of his research. The number of samples taken as many as 84 respondents who have already purchased Finns VIP Beach Club Canggu products, with non probability sampling method, especially purposive sampling. Data collection is done through the dissemination of questionnaires. The analysis technique used is path analysis. Based on the results of the analysis found that product quality, brand image, and trust have a positive and significant effect on customer loyalty. The quality of products and brand image has a positive and significant effect on trust. Trust significantly mediates the relationship between product quality and customer loyalty. Trust significantly mediates the relationship between brand image and customer loyalty of Finns VIP Beach Club Canggu.
 Keywords: Trust, Product Quality, Brand image, and Customer Loyalty