The Mediating Role Of Customer Satisfaction In Influencing Brand Trust On Customer Loyalty
1Sukrin
Abstract
The objective of this think about is to investigate and clarify how client fulfillment intervenes the relationship between brand believe and buyer devotion , specifically among Generation Z skincare product users. The research adopts a quantitative associative approach and utilizes purposive sampling to select participants. The study’s sample consists of 135 Generation Z individuals. Primary data is collected using a Google Form with a Likert scale of 1 to 5. SmartPLS 3.2.9 is used to analyze the data and evaluate the inner and outer models, as well as the hypotheses. The comes about appeared that brand believe encompasses a critical impact on client dependability and client fulfillment. Moreover, client dependability is impacted by shopper satisfaction. Customer satisfaction acts as a partial mediating factor in the relationship between brand loyalty and satisfaction. Within the setting of Era Z obtaining skincare items online, these discoveries emphasize the significance of brand believe and client fulfillment in building buyer devotion. This research contributes to the existing knowledge on online shopping behavior in Baubau City by examining the factors that influence Generation Z’s skincare product purchases. The findings offer valuable insights for e-commerce businesses in Baubau City