PENGARUH KEPUASAN PELANGGAN DAN KEPRIBADIAN MEREK (BRAND PERSONALITY) TERHADAP KEPERCAYAAN MEREK (BRAND TRUST) YANG BERIMPLIKASI PADA MINAT MEREKOMENDASIKAN PRODUK (Studi pada Bank Jateng Cabang Utama Semarang)

Abstract

This study entitled "The Influence of Customer Satisfaction and Brand Personality to Brand Trust that Implicit in Interest Recommend Products". This research was conducted at the organization of Bank Jateng Cabang Utama Semarang. This study aims to determine the effect of independent variables, namely Customer Satisfaction (X1), Brand Personality (X2), Brand Trust (Y1), which has implications on Interest Recommend (Y2) Bank Jateng Product. The object of this study is Bank Jateng customers who conduct transactions in Bank Jateng Cabang Utama Semarang with respondents as much as 122 respondents. This research uses validity test, reliability test, normality test, multiple regression analysis, Goodness of Fit test, hypothesis test, and intervening variable test. As for data processing using IBM SPSS Statistics 23 software for Windows. The results of this study get the fact that customer satisfaction has no significant effect on the recommend interest and brand trust but still give a positive value. While the brand personality and brand trust, both have a positive and significant effect on the recommend interest.