The Influence of Word of Mouth, Service Quality, and Brand Image on Consumer Loyalty through Brand Trust in PT. Virama Karya (Persero) Surabaya

Abstract

Consumer loyalty can be increased by the word of mouth (WOM). In addition to WOM and service quality, brand image is also able to have an impact on customer loyalty and consumer confidence in the brand. The purpose of the study is to analyze and prove the influence of word of mouth, service quality and brand image on brand trust and consumer loyalty to PT. Virama Karya (Persero); and The influence of brand trust on consumer loyalty to PT. Virama Karya (Persero). This research uses a quantitative descriptive approach. The type of research used is causal research. The sampling technique taken is a purposive sampling technique. The sample taken is the consumer at the Consultant PT. Virama Karya (Persero) as many as 115 people. Data collection is carried out by the method of disseminating questionnaires. The analysis technique chosen to analyze the data and test the hypothesis in this study is the Structural Equation Model (SEM) with the help of the PLS (Partial Least Square) program. The results of the analysis can be concluded that: (1) Word of Mouth has a significant effect by having a positive relationship direction towards Brand Trust; (2) Service Quality has a significant and positive effect on Brand Trust; (3) Brand Image has a significant and positive effect on Brand Trust; (4) Word of Mouth has no significant and positive effect on Consumer Loyalty; (5) Service Quality has a significant and positive effect on Consumer Loyalty; (6) Brand Image has no significant and positive effect on Consumer Loyalty; (7) Brand Trust has a significant and positive effect on Consumer Loyalty at PT. Virama Karya (Persero).