Pengaruh Perceived Quality dan Value Dimediasi Brand Trust Terhadap Brand Loyalty Tupperware di Jakarta

Abstract

This study aims to determine the influence of perceived quality and perceived value on Tupperware brand loyalty in Jakarta with brand trust as a mediating variable. The research sample consists of 149 respondents who have purchased Tupperware products at least twice and reside in Jakarta. The sample selection used a non-probability sampling method with purposive sampling, by distributing questionnaires and analyzing the data using SEM-PLS. The results of this study show that perceived quality and perceived value have a positive and significant influence on Tupperware brand loyalty in Jakarta, both directly and through the mediation of brand trust. Furthermore, brand trust has a positive and significant effect on brand loyalty.