The Impact of Perceived Quality and Customer Value on Brand Commitment: A Mediating Role of Brand Trust Cookies Product of SMEs In Pasaman West Sumatera

DOI

10.2991/icesshum-19.2019.119How to use a DOI?

Keywords

Perceived quality, brand trust, customer value, brand commitment

Abstract

The purpose of this study was to analyze (1) the effect of perceived quality on brand trust, (2) the effect of customer value on brand trust, (3) the effect of perceived quality on brand commitment, (4) the effect of customer value on brand commitment, and (5) the effect of brand trust on brand commitment. The population of this study was all cookies consumers of small medium enterprises (SMEs) in Pasaman West Sumatera. Therefore, the unknown amount of population, so the sample size is 76 units. The sampling technique used purposive sampling. Data collected in the form of primary data by using questionnaires. Before being used, the questionnaire was tested for validity and reliability. The data analysis technique used path analysis. The results of data analysis show that (1) perceived quality has a positive and significant effect on brand trust, (2) customer value has a positive and significant effect on brand trust, (3) perceived quality has a positive and significant effect on brand commitment, (4) customer value does not significant effect on brand commitment, and (5) brand trust has a positive and significant effect on brand commitment.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yasri
AU  - Yahya
AU  - Yunita Engriani
PY  - 2019/08
DA  - 2019/08
TI  - The Impact of Perceived Quality and Customer Value on Brand Commitment: A Mediating Role of Brand Trust Cookies Product of SMEs In Pasaman West Sumatera
BT  - Proceedings of the 1st International Conference on Education Social Sciences and Humanities (ICESSHum 2019)
PB  - Atlantis Press
SP  - 755
EP  - 761
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesshum-19.2019.119
DO  - 10.2991/icesshum-19.2019.119
ID  - 2019/08
ER  -