Role of Brand Trust in Mediating the Influence of Brand Image on Brand Loyalty JNT Extras: Trisakti Institute of Transport and Logistics Student Perspective

Abstract

The Covid-19 period has not only been destructive to some service sectors but also made some service businesses increase rapidly. One of them is the courier service business.? The data shows that the growth of courier services has increased significantly, the frequency of using courier services when compared to before the pandemic was recognized by 39% of respondents to have increased significantly. The objective of this research is to investigate the impact of Brand Image on Brand Trust in order to boost Brand Loyalty at PT JNT Ekspress. Using non-probability sampling techniques and questionnaire data collection, this study tested four hypotheses about the relationship between brand image and brand trust to increase brand loyalty. Data was collected from 129 respondents out of 151 Logistics Management 2021 ITL Trisakti students who had used courier services. The result show that brand loyalty is positively impacted by brand image and brand trust. And Brand Image has a positive influence on Brand Loyalty through Brand Trust.