Pengaruh Customer Awareness Terhadap Customer Loyalty Dengan Customer Satisfaction Dan Customer Trust Pada Produk Somethinc.

Abstract

The research conducted aims to determine how customer awareness of customer loyalty with customer satisfaction and customer trust in Somethinc products. This research is quantitative and uses a purposive sampling technique with a sample size of 136 respondents. Data were collected using a questionnaire via the Google form and processed using the Smart PLS version 3 program and computer assistance was used to conduct the analysis. Each sample used as a data source is an Indonesian who has purchased Somethinc products. The results of the study indicate that customer awareness is positively and significantly influenced by customer satisfaction stating t-statistics of 15.661 ≥ 1.96, customer awareness is negatively and not significantly influenced by customer loyalty stating t-statistics of 1.802 ≤ 1.96, customer awareness is positively and significantly influenced by customer trust stating t-statistics of 14.160 ≥ 1.96, customer satisfaction is positively and significantly influenced by customer loyalty stating t-statistics of 4.915 ≥ 1.96, and customer trust is positively and significantly influenced by customer loyalty stating t-statistics of 5.060 ≥ 1.96. Based on the results of the existing research, Somethinc products should carry out marketing strategies and maintain the quality of the product in order to further increase customer satisfaction and customer trust so that it can make customers loyal and consistent in using Somethinc products.