BRAND TRUST, BRAND IMAGE, DAN PEMASARAN DIGITAL TERHADAP MINAT BELI DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING DI MR. CRAB HOME MADE

Abstrak

Broadly speaking, this study aims to determine the effect of brand trust, brand image and digital marketing partially on buying interest, the effect of brand trust, brand image, and digital marketing partially on customer satisfaction, the effect of buying interest on customer satisfaction, brand trust on buying interest through customer satisfaction, the influence of brand image on buying interest through customer satisfaction and the influence of marketing on buying interest through customer satisfaction. The population in this study were all customers of Mr. Crab Home Made. Determination of the sample using purposive sampling method, with the sampling technique using the Slovin formula to obtain 100 respondents. The data collection method used is a questionnaire. The analytical method used in this research is descriptive test, data quality test, classical assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate that brand trust, brand image, and digital marketing partially have no significant effect on buying interest. Customers satisfaction partially have a significant effect on buying interest. The purpose of the customer satisfaction is not able to mediate between brand trust and brand image on buying interest. But customer satisfaction is able to mediate digital marketing variables on buying interest. Based on the research results, Mr. Crab Home Made is expected to continue to increase buying interest by taking into account the factors that support and support brand trust, brand image, and factors from digital marketing.