SKRIPSI PENGARUH BRAND REPUTATION DAN BRAND AUTHENTICITY TERHADAP BRAND SATISFACTION DAN BRAND TRUST, SERTA BRAND LOYALTY PADA PENGGUNA HANDPHONE MEREK IPHONE DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study is to analyze and prove the effect of brand reputation to brand satisfaction, brand authenticity on brand satisfaction, brand reputation on brand trust, brand authenticity on brand trust, brand satisfaction on brand trust, brand reputation on brand loyalty, brand authenticity on brand loyalty, brand satisfaction to brand loyalty, and brand trust to brand loyalty to iPhone brand mobile phone users in Samarinda City. Structural Equation Modeling (SEM). Using 140 samples in this study with respondents using iPhone brand mobile phones in Samarinda City taken online with a Likert scale score of 1-5. This study tested the validity and reliability using IBM SPSS Statistic 23 software and carried out estimation tests and structural model fit tests using IBM AMOS 5 software.
The test this time resulted in brand reputation having a significant positive effect on brand satisfaction, brand authenticity having a significant positive effect on brand satisfaction, brand reputation having a significant positive effect on brand trust, brand authenticity having a significant positive effect on brand trust, brand satisfaction having a significant positive effect on brand trust, brand reputation has an insignificant negative effect on brand loyalty, brand authenticity has an insignificant negative effect on brand loyalty, brand satisfaction has a significant positive effect on brand loyalty, and brand trust has a significant positive effect on brand loyalty on iPhone brand mobile phone users in Samarinda City.
Keywords: Brand Reputation, Brand Authenticity, Brand Satisfaction, Brand Trust, Brand Loyalty.