Abstract: This research was conducted on XYZ BANK customers in Denpasar City, Bali Province. Data collection is done by survey method using questionnaire instruments. The method of determining the sample used is nonprobability sampling with a purposive sampling technique totaling 110 respondents. This study uses Partial Least Square (PLS) analysis techniques.
The results of the analysis show that perceived quality has a positive and significant effect on brand image, brand trust, and brand loyalty. Likewise, brand image and brand trust also have a positive and significant influence on brand loyalty. This study also found that brand image and brand trust significantly mediated perceived quality of brand loyalty. The theoretical implications of this research are expected to enrich references and science, and practically it is expected to be used for the management of XYZ BANK in planning a marketing strategy that as a whole is related to variables perceived quality, brand image, brand trust, and brand loyalty.
Keywords: Brand Image, Brand Trust, Perceived Quality, Brand Loyalty.
Title: The Role of Brand Image and Brand Trust Mediate the Effect of Perceived Quality on Brand Loyalty
Author: Ni Ketut Yuliantari Purnama Dewi, Ni Nyoman Kerti Yasa
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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