Antecedents of Plaga Farm Customer Loyalty

Abstract

The concept of business to business (B2B) is a very profitable business that is often called long-term orientation. For companies that run businesses with a B2B model, creating a loyal customer base is not only about retaining customers but also maintaining relationships with business customers to drive future purchases. This is because B2B models have different characteristics where there tend to be fewer customers. So, the importance of retaining customers and creating customer loyalty for long-term interests. The purpose of this study was to analyze Plaga Farm's customer loyalty antecedents, namely brand image, satisfaction, and trust. This study sample used 201 Plaga Farm customers spread throughout Bali. The research instrument uses questionnaires and several other data collection methods such as observation, interviews and literature. The analysis method uses descriptive analysis and inferential analysis with Structural Equation Model-Partial Least Square (SEM-PLS). The results showed that brand image has a positive and significant effect on customer loyalty. The brand image has a significant positive effect on Plaga Farm's customer satisfaction. The brand image has a significant positive effect on the trust of Plaga Farm customers. Satisfaction does not have a significant effect on plaga farm customer loyalty. Trust has a significant positive effect on plaga farm customer loyalty. Satisfaction has a significant positive effect on the trust of Plaga Farm customers. Customer satisfaction is not able to mediate the relationship of brand image to plaga farm customer loyalty. Customer trust is able to mediate the relationship of brand image to customer loyalty. In B2B model companies, especially those that offer fresh products, guarantees for products are needed to foster trust, this can be done by creating a positive brand image thus impacting long-term commitments.