Young Consumer Loyalty of Luxury Products

Abstract

This study aims to analyze the effect of brand image and brand trust on brand loyalty
through customer satisfaction. This research was conducted on students using the branded
shoes at the Muhammadiyah University of Surakarta by using a total sample of 115
respondents. The sampling technique is probability sampling. The data analysis technique
used was SEM-PLS whose calculations were assisted by the SmartPLS 3.2.2 program. The
evaluation analysis of the Partial Least Square (PLS) model is carried out by evaluating
the outer model and evaluating the inner model. The results of data analysis show that
brand image and brand trust have a positive and insignificant effect on brand loyalty. Then
brand image and brand trust have a significant positive effect on customer satisfaction.
Furthermore, customer satisfaction has a significant positive effect on brand loyalty. And
the results of data analysis also show that customer satisfaction mediates the effect of
brand image and brand trust on brand loyalty.