Title:
THE EFFECT OF PRODUCT QUALITY, PRICE AND BRAND IMAGE ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER TRUST : STUDY INJAMSI HERBAL DIABETES MEDICINE PRODUCT IN BANDA ACEH

Authors:
DM.Yasser Muhammad Taufiq*, Nurdasila and T. Roli Ilhamsyah Putra ,Indonesia

Abstract:
This research is to testthe effect of product quality, price and brand image on customer loyalty mediated by customer trust of Jamsi Herbal Diabetes Medicine product in Banda Aceh, as the product of Mahkotadewa Herbal House company. The respondent is the members (customers). The population is as much as 706 personnel members, and the sample size is as much as 158 people taken with Slovin formula. The data is collected by questionaire and analyzed with Structural Equation Modeling (SEM) technique using AMOS software. From the result shows that product quality effects customer trust, price effects customer trust, brand image effects customer trust, product quality effects customer loyalty, price effects customer loyalty, brand image effects customer loyalty, customer trust effects customer loyalty, there is an indirect effect of product quality on customer loyalty through customer trust,there is an indirect effect of price on customer loyalty through customer trust, there is an indirect effect of brand image on customer loyalty through customer trust in the Jamsi Herbal Diabetes Medicine product in Banda Aceh