Navigating Customer Loyalty Through Trust: The Role of Customer-Based Value and Brand Equity Among IndiHome Internet Network Users: An Empirical Study in Jambi Province, Indonesia
DOI:
https://doi.org/10.1229/tecempresarialjournal.v19i1.391Keywords:
Customer Value, Customer-Based Brand Equity, Customer Loyalty, Customer Trust.Abstract
This study seeks to garner empirical evidence concerning the influence of value and customer-based brand equity on loyalty, mediated by customer trust, among IndiHome Internet network users in Jambi province. The population investigated encompasses IndiHome customers across Jambi Province, Indonesia totaling 74,771 individuals as of November 2021. Employing random sampling, a total of 301 respondents were selected to complete the research questionnaire. Data analysis was conducted using the Partial Least Squares method, incorporating a Structural Equation Model approach to test the impact of Customer-Based Brand Value and Equity on Customer Loyalty through Customer Trust. Findings indicate that customer value exerts a positive and significant impact on customer trust. Similarly, customer-based brand equity positively and significantly affects customer trust. Both customer value and customer-based brand equity were found to positively and significantly impact customer loyalty, with customer trust partially mediating the effects of customer value and customer-based brand equity on customer loyalty. study can be beneficial to many parties, especially for those who have concerns and responsibilities in the field of communications and media. Also, I hope that one day Indonesia will have a system of integrated, adaptive, and democratic communication as well as side with national interests.
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