PENGARUH BRAND IDENTITY DAN BRAND IMAGE TERHADAP BRAND SATISFACTION DAN BRAND TRUST SERTA BRAND LOYALTY PADA PRODUK COKLAT SILVERQUEEN DI KOTA SAMARINDA --

ABSTRACT
Erika: Influence Of Brand Identity And Brand Image On Brand Satisfaction, Brand Trust, And Brand Loyalty In Silverqueen Chocolate Products In Samarinda City.
This study aims to analyze the influence of brand identity and brand image on brand satisfaction, brand trust, and brand loyalty in Silverqueen chocolate products in Samarinda City. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. This study used a sample of 132 respondents who had consumed Silverqueen chocolate in Samarinda. The measurement scale uses a Likert scale with a score of 1 - 5. In this study, validity and reliability tests were also carried out, then estimation tests and structural model fit tests were carried out. Based on the structural model, it can be proven that brand identity has a significant effect on brand satisfaction, brand identity has a significant effect on brand trust, brand image has a significant effect on brand satisfaction, brand image has a significant effect on brand trust, and brand trust has a significant effect on brand loyalty. Brand identity has no significant effect on brand loyalty, brand image has no significant effect on brand loyalty, brand satisfaction has no significant effect on brand trust, and brand satisfaction has no significant effect on brand loyalty.
Keywords : Brand Identity, Brand Image, Brand Satisfaction, Brand Trust, Brand Loyalty.