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This study aims to examine the effect of brand trust and product quality on consumen loyalty through customer satisfaction as an intervening variable for Something skincare brand in DKI Jakarta. Data was collected using the purposive sampling method through questionnaires which were distributed online using a Likert scale of 1-5. The samples collected were 220 respondents with the criteria of having purchased and used at least 3 Somethinc skincare products in the last 6 months, aged over 17 years and domiciled in DKI Jakarta. Data processing was carried out using SPSS version 25 software to test the validity and reliability. Data analysis and hypothesis testing is using Amos software version 21. Based on the data that has been analyzed, it can be seen that there is an influence between brand trust on customensatisfaction, product quality on customer satisfaction, customer satisfaction on consumenloyalty, brand trust on customer loyalty through customer satisfaction, product quality on consumen loyalty through customer satisfaction, brand trust on consumen loyalty and product quality on consumen loyalty. Penelitian ini bertujuan untuk menguji pengaruh kepercayaan merek dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen sebagai variabel intervening brand skincare Somethinc di DKI Jakarta. Data dikumpulkan menggunakan metode purposive sampling melalui kuesioner yang dibagikan secara daring menggunakan skala Likert 1-5. Sampel yang dikumpulkan sebanyak 220 responden dengan kriteria pernah membeli dan menggunakan skincare Somethinc sebanyak minimal 3 produk dalam 6 bulan terakhir, berusia di atas 17 tahun dan berdomisili di DKI Jakarta. Pengolahan data dilakukan dengan software SPSS versi 25 untuk menguji validitas dan reliabilitas. Analisis data dan uji hipotesis ini menggunakan software Amos versi 21. Berdasakan data yang telah dianalisis, dapat diketahui bahwa terdapat pengaruh antara kepercayaan merek terhadap kepuasan konsumen, kualitas produk terhadap kepuasan konsumen, kepuasan konsumen terhadap loyalitas konsumen, kepercayaan merek terhadap loyalitas konsumen melalui kepuasan konsumen, kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen, kepercayaan merek terhadap loyalitas konsumen dan kualitas produk terhadap loyalitas konsumen. |
