Pengaruh Kualitas Produk Dan Social Media Marketing Terhadap Kepuasan Pelanggan Melalui Brand Trust
DOI:
https://doi.org/10.31949/entrepreneur.v6i2.14250Abstrak
Penelitian ini mengkaji bagaimana Kualitas Produk dan Pemasaran Media Sosial memengaruhi Kepuasan Pelanggan, dengan penekanan khusus pada peran mediasi dari Kepercayaan Merek dalam hubungan tersebut. Penelitian ini menargetkan konsumen Richeese Factory, yang dipilih karena memiliki kehadiran digital yang kuat dan popularitas di kalangan audiens muda. Untuk menganalisis data, penelitian ini menggunakan desain penelitian kuantitatif dengan menerapkan Structural Equation Modeling (SEM) melalui teknik Partial Least Squares (PLS), yang dijalankan menggunakan perangkat lunak SmartPLS 3. Hasil analisis menunjukkan bahwa baik Kualitas Produk maupun Pemasaran Media Sosial berpengaruh positif terhadap Kepercayaan Merek, namun tidak memberikan dampak langsung yang signifikan terhadap Kepuasan Pelanggan. Sebaliknya, Kepercayaan Merek berfungsi sebagai perantara yang krusial, memberikan pengaruh langsung terhadap tingkat kepuasan sekaligus menjembatani hubungan antara variabel independen dan hasil akhir. Temuan ini menyoroti pentingnya peran strategis Kepercayaan Merek dalam meningkatkan kepuasan pelanggan, khususnya dalam sektor makanan cepat saji yang sangat kompetitif
Kata Kunci:
Kualitas Produk, Pemasaran Sosial Media, Kepercayaan Merek, Kepuasan PelangganUnduhan
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