Abstract: Based on research conducted by Veloutsou (2015) on the cosmetics industry, especially lipstick users in the city of Glasgow show that merk evaluation, merk trust, and merk satisfaction have a positive and significant effect on merk loyalty through merk relationship as intervening variable. Although the research contributes significantly to the impact of merk evaluation, merk trust, and merk satisfaction on merk loyalty through merk relationships, it is still limited to the cosmetic industry context that is open to similar research in different industry contexts. This research aims to find the influence of merk evaluation, merk trust, and merk satisfaction on merk loyalty through merk relationship as intervening variable.
The study was conducted on consumers of Telkomsel who live in Semarang city that a minimum purchase at least one year before. The sampling method used non-probability purposive sampling. The data was collected through questionnaires. The samples used in this study was 100 respondents. Then the data processed using analytical techniques a multiple regression analysis and sobel test. The result showed that merk relationship as intervening variable, mediate influence of merk evaluation, merk trust, and merk satisfaction on merk loyalty.
Keywords: merk evaluation, merk satisfaction, merk relationship, merk loyalty
Penulis: Iman khusni Ibadi, Farida Indriani
Kode Jurnal: jpmanajemendd170778
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