PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN KONSUMEN MCDONALD’S KEDATON BANDAR LAMPUNG

Marhen Saputra, Anggalia Wibasuri

Abstract


Kepercayaan merek merupakan elemen kunci dalam membangun hubungan jangka panjang antara konsumen dan perusahaan. Penelitian ini menelaah peran kepercayaan merek dalam mempengaruhi kepuasan konsumen pada berbagai sektor industri, seperti kosmetik, manufaktur otomotif, dan ritel. Hasil kajian menunjukkan bahwa kepercayaan terhadap merek secara signifikan berkontribusi terhadap peningkatan kepuasan konsumen, melalui persepsi terhadap kualitas, integritas, dan konsistensi layanan yang diberikan. Dalam sektor kosmetik, kepercayaan dibangun melalui citra keberlanjutan dan reputasi merek. Di sektor otomotif, brand trust memperkuat keputusan pembelian dan loyalitas pelanggan. Sementara di ritel, kepercayaan merek bertindak sebagai mediator dalam membentuk loyalitas melalui kepuasan. Temuan ini menegaskan pentingnya strategi manajemen merek yang berfokus pada penguatan kepercayaan konsumen guna meningkatkan pengalaman dan keterikatan pelanggan. Penelitian ini memberikan kontribusi bagi pengembangan teori pemasaran relasional serta menjadi landasan bagi perusahaan dalam merancang strategi pemasaran yang berbasis pada nilai dan kepercayaan.

Keywords


Kepercayaan Merek, Kualitas Pelayanan, Kepuasan Konsumen

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DOI: http://dx.doi.org/10.36448/jmb.v13i2.4267

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