The Effect of Brand Trust and Service Quality on Brand Loyalty with Customer Satisfaction as an Intervening Variable at PT Intra Asia Insurance Medan Branch

Abstract

This study aims to analyze the influence of brand trust and service quality on brand loyalty through customer satisfaction as an intervening variable at PT Intra Asia Insurance Medan Branch. The research uses a quantitative approach with a survey method. Data was obtained through the distribution of questionnaires to customers of PT Intra Asia Insurance Medan Branch who were selected using the purposive sampling technique. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Squares (SmartPLS). The results of the study show that brand trust has a positive and significant effect on customer satisfaction. Service quality also has a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has been proven to have a positive and significant effect on brand loyalty. In addition, brand trust and service quality have a positive and significant effect on brand loyalty. Mediation effect testing showed that customer satisfaction was able to mediate the influence of brand trust and service quality on brand loyalty. Research findings show that increasing customer trust and service quality are important factors in increasing customer satisfaction which ultimately encourages the formation of customer loyalty. The results of the research are expected to be input for companies in formulating strategies to improve service quality and strengthen customer trust to maintain customer loyalty.