ANALYSIS OF BRAND TRUST AND PRICE FAIRNESS TOWARDS CONSUMER LOYALTY THROUGH CONSUMER SATISFACTION AT TIKTOKSHOP IN MEDAN CITY

Abstract

The purpose of this study is to determine directly and indirectly the relationship between brand trust and pruice fairness on customer loyalty through customer satisfaction. The population in the study was all consumers who shopped using Tiktokshop in Medan City, the number of which could not be known with certainty. The sample withdrawal used is accidental sampling. The research sample was taken using the Zikmund formula so that a sample size of 100 respondents was obtained. The distribution of the questionnaire was given using a google form. Data analysis was carried out using structural equation modeling (SEM) techniques with Smart-PLS analysis tools to test the direct and indirect relationships between these variables. The results explain that brand trust directly has a significant effect on customer satisfaction, price fairness does not directly have a significant effect on customer satisfaction, brand trust directly has a significant effect on customer loyalty, price fairness directly has a significant effect on customer loyalty, customer satisfaction directly has a significant effect on customer loyalty, brand trust indirectly has a significant effect on customer loyalty through customer satisfaction and then price fairness indirectly has a significant effect on customer loyalty through customer satisfaction.