The Influence of Brand Experience and Customer Satisfaction on Customer Loyalty with Customer Trust as Intervening Variable at Bakery and Cake Shop in Medan

Abstract

Changes in lifestyle and the trend of increasing people income in Indonesia have changed food consumption preferences, especially in big cities. Especially for food, consumers are now starting to prioritize foods that can be obtained in easy and fun ways, including foods that are classified as baked goods such as breads, cakes and pastries. People with a high level of activity tend to prefer practical food, including baked goods as an alternative choice. As a result of these lifestyle changes coupled with the rapid growth of modern retail outlets that provide a lot of fast food, contributed to the growth of the bakery product industry in Indonesia. The objective of this research was to analyze the influence of brand experience and customer satisfaction on customer loyalty with customer trust as an intervening variable at bakery and cake shop in Medan. This type of research is associative research and the population in this research is Aroma, Mawar and Jofie customer in Medan city with a total sample of 208 respondents. The sampling method used is purposive sampling. Data analysis was carried out through PLS-SEM using the Smart PLS program. The results show that directly brand experience, customer satisfaction and customer trust have a positive and significant influence on customer loyalty, then indirectly brand experience has a positive and significant influence on customer loyalty through customer trust and customer satisfaction has a positive and significant influence on customer loyalty through customer trust. Keywords: Brand Experience, Customer Satisfaction, Customer Loyalty, Customer Trust.