PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PT POS INDONESIA (Studi pada PT Pos Indonesia Cabang Kebon Jeruk)
Keywords:Brand Image, Brand Trust, Service Quality, Customer Satisfaction
This study aims to analyze the relationship between the variables of brand image, brand trust and service quality on customer satisfaction at PT Pos Indonesia. The object of this research is consumers who have used PT Pos Indonesia services, with a sample of 161 respondents. The approach used in this study is the Component or Variance Based Structural Equation Model with analysis tools (Smart-PLS 3.0). The results of this study prove that their image has a significant effect on customer satisfaction. Brand trust has a positive and significant effect on customer satisfaction. Service quality has a negative and insignificant effect on customer satisfaction.