Pengaruh Brand Image dan Product Quality Terhadap Brand Loyalty yang Dimediasi Brand Trust Pada Konsumen AQUA di Kabupaten Banyumas

This research aims to analyze the effect of Brand Image and Product Quality on Brand Loyalty mediated by Brand Trust. This research focuses on consumers who have purchased and consumed AQUA in Banyumas Regency. The research method used is quantitative with a descriptive and causal approach. Data were collected through questionnaires distributed to 100 AQUA consumer respondents in Banyumas Regency, selected using non-probability sampling techniques. Data analysis was performed using path analysis with the assistance of SPSS 27 for Windows software. The results of the study indicate that: (1) Brand Image has a significant effect on Brand Trust. (2) Product Quality has a significant effect on Brand Trust. (3) Brand Image has a significant effect on Brand Loyalty. (4) Product Quality does not have a significant direct effect on Brand Loyalty. (5) Brand Trust has a significant effect on Brand Loyalty. (6) Brand Image has a significant effect on Brand Loyalty through Brand Trust. (7) Product Quality has a significant effect on Brand Loyalty through Brand Trust.