CD Skripsi

The Influence Of Brand Experience And Service Quality Through Brand Trust To The Customer Satisfaction Of Octopay Bank Cimb Niaga In Pekanbaru City

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ABSTRACT
This study aims to analyze the influence of brand experience and service quality on customer satisfaction through brand trust among users of Octopay, a mobile banking service by Bank CIMB Niaga in Pekanbaru City. A quantitative method was applied, collecting data from 180 respondents through surveys. Data were analyzed using SEM-PLS. The results reveal that brand experience and service quality have positive and significant effects on brand trust, and also directly influence customer satisfaction. However, brand trust does not have a significant direct effect on customer satisfaction. Nonetheless, brand trust significantly mediates the indirect relationship between both brand experience and service quality toward customer satisfaction. These findings highlight the importance of fostering trust through positive experiences and service quality to enhance customer satisfaction of Octopay users in Pekanbaru City.
Keywords: Brand Experience, Service Quality, Brand Trust, Customer
Satisfaction, SEM-PLS, Octopay.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102111763

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102111763

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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