Original research

THE EFFECT OF BRAND IMAGE AND TRUST ON LOYALTY THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE AT KFC IN JEMBER

Pages 123-128

10.61552/JIBI.2025.02.005

Diah Yulisetiarini, Nurhayati Nurhayati, Ananda Tamara, Ari Subagio

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Abstract: This study aims to test and discuss the effect of brand image and trust on Loyalty through customer satisfaction. This research technique uses nonprobability sampling with a purposive sampling approach. The sample used in this study was 120 respondents, and data was collected by distributing questionnaires offline with the criteria that respondents aged 15-22 years have bought and consumed K.F.C. Jember products at least twice in the last six months. This research analysis method uses path analysis. The results showed that brand image has no significant effect on customer satisfaction. Trust has a significant effect on customer satisfaction. Brand image has no significant effect on customer loyalty. Trust has a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Brand image has no significant effect on Loyalty through customer satisfaction. Trust has a significant effect on Loyalty through customer satisfaction.

Keywords: Brand Image, Trust, Satisfaction, Loyalty.

Recieved: 11.01.2024. Revised: 09.03.2024. Accepted: 30.04.2024.