THE EFFECT OF ADVERTISING, BRAND TRUST, TOWARD CUSTOMER SATISFACTION WITH CUSTOMER LOYALTY AS INTERVENING VARIABLE IN ADVANCE JAYA SELULER SEMARANG

Abstract

Advance Jaya Seluler Semarang is a company engaged in the sale and purchase of various brands of mobile phones, tablet/ipad and accessories supporters . Celluler store is experiencing problems in which the Samsung brand mobile phone sales experience drop in during the last 3 years, allegedly it is motivated by advertising that has been done by Advance Jaya Seluler Semarang less intensively, not planned carefully and not be done continuously, in addition to the brand trust of customers of the various items of brand mobile phone Samsung has declined. The formulation of the problem in this research is how to increase customer loyalty towards various mobile phone Samsung brand items offered in Advance Jaya Seluler Semarang.

Data analysis techniques using multiple linear regression Two Stage Least Square (2SLS) and Goodness of Fit test (t test and F test) of the survey respondents a number of 75 people. Using SPSS version 20 showed that the variables of advertising provides the most impact on customer satisfaction , where the value of the regression coefficient for 0497. Goodness of Fit Tests showed that the first and second hypothesis can be accepted, where advertising and brand trust is partially positive and significant impact on customer satisfaction, because the variable t value of advertising and brand trust that each of 4.671 and 2.058 > t table 1.66600. The third hypothesis which states that advertising and brand trust simultaneously positive and significant impact on customer satisfaction can be accepted, because the value of F calculated variables of advertising and brand trust is 19.254 > F table 3.15. The fourth hypothesis which states that customer satisfaction is positive and significant impact on customer loyalty can be accepted, because unstandardized predicted value customer satisfaction variable has a value of 5.066 t > t table 1.66600.

Keywords : advertising , brand trust , customer satisfaction and customer loyalty