Can Brand Trust Mediate the Influence of Customer Trust Effect Variables on Customer Satisfaction

Context: This study deals with three main themes, namely Customer Trust, Customer Satisfaction, and Brand Trust which have an influence on each other. In this study, the Customer Trust variable functions as an independent variable, the Customer Satisfaction variable functions as a dependent variable, and the Brand Trust variable functions as a mediating variable. Objective: This study aims to analyze the direct influence of the Customer Trust variable on the Customer Satisfaction variable and the influence of the Customer Trust variable on the Customer Satisfaction variable mediated by the Brand Trust variable. Method: This research is a quantitative study with an explanatory approach. The data used in this article are primary data that researchers obtain from various credible sources, namely 450 Shopee Customers on twin dates in the academic environment including students and lecturers. The data that researchers distribute contains five statement items, namely strongly agree statements, agree statements, so-so statements, disagree statements, and strongly disagree statements. The data collected by the researcher was analyzed using the smart PLS 4.0 analysis tool Results: The result in this article can be concluded that if the first hypothesis and the second hypothesis that the researcher argued in the research methodology section, namely the Customer Trust variable, Customers can have a positive relationship direction and a significant influence on the Customer Satisfaction variable and the Brand Trust variable can moderate the influence of the Customer Trust variable on Customer Satisfaction. For the first hypothesis, this is represented in the first row of the Path Coefficient above, namely the P-Values of the Customer Trust variable have a positive relationship direction and are below the significance level of 0.05, namely 0.015. This is because the more Customer Trust a product is based on a good track record and image of a product, the happier Customers can shop which has an impact on Customer satisfaction. In the next row, the Brand Trust variable can also mediate the influence of the Customer Trust variable on Customer Satisfaction due to the same thing, namely the P-Values which are positive and below the significance level of 0.05, namely 0.000. From this, it can be concluded that the influence of the Customer Trust variable can be more significant if it goes through the Brand Trust variable first. Thus, the first and second hypotheses in this article can be accepted Contribution: The researcher hopes that the results of this study can be useful for Shopee e-commerce users and others in developing their businesses, reading the market, increasing customer trust, and increasing customer satisfaction.