Issue

Vol. 12 No. 2 (2025): December

Date Log

Submitted
24 September 2025
Accepted
28 February 2026
Published
31 December 2025

Copyright (c) 2025 Dirwan Dirwan, Fitriani Latief (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Brand Trust Saturation and Image-Driven Loyalty: Evidence from Consumer Satisfaction Pathways

https://doi.org/10.24252/minds.v12i2.61608
Dirwan Dirwan
Institute Teknologi dan Bisnis Nobel Indonesia, Indonesia
Fitriani Latief
Institute Teknologi dan Bisnis Nobel Indonesia, Indonesia

Corresponding Author(s) : Dirwan Dirwan

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 2 (2025): December

Abstract


This study aims to examine the effects of brand image and brand trust on customer loyalty, with customer satisfaction as a mediating mechanism among soft drink consumers. The study contributes by uncovering a saturation effect in brand trust, where trust functions as a baseline condition with limited incremental impact on loyalty, while brand image drives loyalty through both direct and satisfaction-mediated pathways. Using a quantitative design, data from 197 consumers were analyzed using PLS-SEM to test direct and indirect relationships. The findings show that brand image significantly influences customer satisfaction and loyalty, with satisfaction partially mediating this relationship. In contrast, brand trust positively affects satisfaction but does not significantly influence loyalty, either directly or indirectly. These results highlight asymmetric roles of brand constructs, suggesting that strengthening brand image remains critical for loyalty formation, while trust serves as a foundational but non-differentiating factor in mature markets.

Keywords

Brand Image Brand Trust Customer Loyalty Customer Satisfaction Trust Saturation
Dirwan, D., & Latief, F. (2025). Brand Trust Saturation and Image-Driven Loyalty: Evidence from Consumer Satisfaction Pathways. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(2), 845–854. https://doi.org/10.24252/minds.v12i2.61608
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Author Biographies

Dirwan Dirwan, Institute Teknologi dan Bisnis Nobel Indonesia

Management Department

Fitriani Latief, Institute Teknologi dan Bisnis Nobel Indonesia

Management Department

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