Track: Entrepreneurship

Abstract

This study was conducted to investigate the mediation function of the variable brand trust on the relationship between brand satisfaction with brand loyalty; as well as to discover the attributes of brand trust that has the greatest role in strengthening customer satisfaction and establish brand loyalty. The research will be focused on testing the influence of brand trust and in particular the relationship with the antecedent elements held once a major asset on brand loyalty. Many empirical studies prove that it has an influence brand satisfaction on brand loyalty. However, the mediation function of brand trust on the relationship between brand satisfaction and brand loyalty are not a lot of attention of researchers, whereas brand trust is conceptually a picture of the emotional aspect of a customer to a brand that is consumed. Object of research in this study is consumers using the iPad in Surabaya. This study proves that brand trust has a partial mediating effect on the relationship between brand satisfaction with the brand loyalty and proves that brand trust has a direct influence on brand satisfaction and brand loyalty.