The Effect of Sustainable Brand Equity on Customer Satisfaction and Customer Loyalty Using Customer Trust as Mediation Variable

Abstract

The primary goal of this study is to experimentally examine the mediating role of customer trust in the impact of sustainable brand equity on customer satisfaction and customer loyalty.We employed a quantitative methodology and designed a survey questionnaire to measure sustainable brand equity.The survey was administered to 220 construction material retailers in Jakarta, Indonesia.Our investigation focuses on how antecedents of sustainable brand equity influence customer perceptions of satisfaction and loyalty in the retail trade for building materials.We used structural equation modeling (SEM) in AMOS version 26 for the analysis.Our findings demonstrate that antecedents of sustainable brand equity (such as brand awareness, brand identification, physical quality, staff behavior, lifestyle congruence, and ideal self-congruence) directly and significantly influence customer trust.In turn, customer trust directly and significantly influences customer satisfaction and loyalty.Interestingly, while customer trust does not impact customer loyalty, customer satisfaction does, with a strong influence.Hence, customer loyalty is greatly affected by customer satisfaction.This study's significance lies in demonstrating how the development of sustainable brand equity affects trust, satisfaction, and loyalty among building material retailers.The emergence of customer trust as a mediator between sustainable brand equity, customer satisfaction, and customer loyalty forms the focal point of this study.

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