The Influence of Brand Trust and Product Quality on Customer Loyalty Through Customer Engagement on Users Toyota Cars in Medan City

Indawati Lestari; Isfenti Sadalia; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring

Proceeding. of The International Conference on Business and Economics

Universitas 17 Agustus 1945 (UNTAG) Semarang

📄 Abstract

The purpose of this study was to determine and analyze the effect of brand trust and product quality on customer loyalty through customer engagement with Toyota car users in Medan City. The research was conducted on Toyota car users in Medan City. The population of all Toyota brand car users in Medan City. Samples were taken using the Slovin formula of 150 respondents. Data analysis was performed using path analysis in the SPSS program. The results of the sub-1 analysis prove that brand trust and product quality have a positive and significant effect on customer engagement. The results of the sub-2 analysis prove that brand trust and product quality have a positive and significant effect on customer loyalty through customer engagement.

🔖 Keywords

#Trust #Product #Customer Engagement #Loyalty

ℹ️ Informasi Publikasi

Tanggal Publikasi

19 May 2023

Volume / Nomor / Tahun

Volume 1, Nomor 2, Tahun 2023

📝 HOW TO CITE

Indawati Lestari; Isfenti Sadalia; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring, "The Influence of Brand Trust and Product Quality on Customer Loyalty Through Customer Engagement on Users Toyota Cars in Medan City," Proceeding. of The International Conference on Business and Economics, vol. 1, no. 2, May. 2023.

ACM

ACS

APA

ABNT

Chicago

Harvard

IEEE

MLA

Turabian

Vancouver