ANTECEDENT BRAND SATISFACTION TOWARDS BRAND LOYALTY OF STEAM APPLICATION USERS IN SAMARINDA CITY --

ABSTRACT
This study aims to analyze and prove the influence of Price, Brand
Awareness, Brand Reputation, E-Service Quality, and E-WOM on Brand Loyalty
through Brand Trust and Brand Satisfaction on STEAM application users in the city
of Samarinda. This study used the SEM (Structural Equation Modelling) model
using a sample of 100 taken online with a Likert scale of 1-5. This research
conducted validity and reliability tests using IBM SPSS Statistic 23 software and
carried out estimation tests and structural model fit tests using IBM AMOS version
23 software.
The test results of this study are Price, Brand Awareness, E-Service
Quality, and E-WOM do not have a significant effect on Brand Trust. Price, Brand
Reputation, and E-Service Quality do not have a significant effect on Brand
Satisfaction. Brand Trust has no significant effect on Brand Loyalty. Brand
Reputation has a significant effect on Brand Trust. Brand Awareness and E-WOM
have a significant effect on Brand Satisfaction. Brand Trust has a significant effect
on Brand Satisfaction. Brand Satisfaction has a significant effect on Brand Loyalty
for STEAM application users in the city of Samarinda.
Keywords: Price, Brand Awareness, Brand Reputation, E-Service Quality, E-
WOM, Brand Trust, Brand Satisfaction, Brand Loyalty