Analysis of the Influence of Customer Satisfaction and Service Quality Towards Brand Trust at the Creative Center Injection in Kupang City

Jeksi Siokain; Roland Y. H. Silitonga

doi:10.56741/IISTR.jmsd.001811

Authors

Jeksi Siokain Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa
Roland Silitonga
roland@ithb.ac.id
Institut Teknologi Harapan Bangsa https://orcid.org/0000-0002-1823-5129

DOI:

https://doi.org/10.56741/IISTR.jmsd.001811

Keywords:

Brand Trust, Customer Satisfaction, Marketing Management, Service Quality

Abstract

This study aims to analyze the influence of customer satisfaction and service quality, both simultaneously and partially, on brand trust at Injeksi Creative Center in Kupang City. This study is based on the importance of satisfaction and service quality in building customer trust in a brand, especially in the increasingly competitive creative services sector. This study uses a quantitative approach with a sample of 100 respondents who are customers of Injeksi Creative Center. Data collection was carried out through a questionnaire compiled based on research variable indicators. The data analysis technique used is multiple linear regression analysis to determine the magnitude of the influence between the independent and dependent variables. The results of the analysis show that customer satisfaction and service quality simultaneously have a significant effect on brand trust. Partially, customer satisfaction has a positive effect on brand trust, and service quality is proven to have a significant influence on customer trust in the brand. These findings confirm that increasing satisfaction and service quality are important factors in building and maintaining customer trust.

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Author Biographies

Jeksi Siokain, Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa

is a student of the Master of Management Study Program, Harapan Bangsa Business School. He is an entrepreneur, writer, coach, and Gen-Z business consultant from Indonesia with academic backgrounds in accounting, public administration, and management, and is currently pursuing a doctoral degree in social sciences. He leads several creative and business ventures, serving as Director of CV. Injeksi Creative Center (Kupang), President Director of CV. Injeksi Timur Creative (Malang), President Director of PT. Injeksi Visi Indonesia (Jakarta), and the owner of PRINTTIMUR (Malang). His expertise includes marketing strategy, creative business development, professional competency assessment, content creation, and public speaking as a host, moderator, and trainer. He is actively involved in empowering young entrepreneurs and developing innovative, youth-driven business ecosystems across Indonesia. (email: jeksiasik@gmail.com).

Roland Silitonga, Institut Teknologi Harapan Bangsa

earned his Master's and Doctoral degrees in Industrial Engineering and Management from Institut Teknologi Bandung, Indonesia. He is currently serving as Vice Rector at Institut Teknologi Harapan Bangsa. He has a robust professional background in several manufacturing companies' quality control and production management. He is a prolific researcher with numerous publications in national and international journals focusing on supply chain management, inventory modeling, industrial competitiveness, and managerial innovation. He also actively serves as a journal editor, peer reviewer, and conference speaker. (email: roland@ithb.ac.id).

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