Jurnal Ilmiah Akuntansi dan Keuangan Vol.
No.
1, 2025
http://jurnal.
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php/jiak/index ISSN: 2580-510X/ P-ISSN: 2548-9453
ARTICLE INFORMATION
Received May 12 2025 Accepted May 16th 2025 Published May 21st 2025 The Influence of Brand Trust.
Brand Awareness.
Discount and Service Quality on Customer Loyalty at NU Mart Minimarket.
Pekalongan District Rizqy Fatmawati1.
Rizka Ariyanti2*.
Ali Imron3 1,2,.
ITS NU Pekalongan email: rizkaariyanti81@gmail.
ABSTRACT
At the NU Mart Minimarket in the Pekalongan Barat District, this study attempts to test, examine, and elucidate the effects of brand trust, brand awareness, discount, and service quality on customer loyalty.
This study falls under the category of quantitative research.
100 consumers of the NU Mart minimarket in the Pekalongan Barat District were given a questionnaire to complete.
SPSS Statistics 20.
0 was utilized for data processing.
use purposive sample in conjunction with non-probability sampling.
Analysis of multiple linear regression is used in this study.
The study's findings indicate that while service quality .
, and brand trust .
all partially affect customer loyalty (Y), brand awareness .
has no effect on customer loyalty because tcount > .
Simultaneously Brand Trust.
Brand Awareness.
Discount and Service Quality together influence Customer Loyalty with tcount 71329 > tcount 2.
Keywords: Brand Trust.
Brand Awareness.
Discount.
Service Quality.
Customer Loyalty ABSTRAK Pada Minimarket NU Mart di Kabupaten Pekalongan Barat, penelitian ini berupaya menguji, meneliti, dan menjelaskan pengaruh kepercayaan merek, kesadaran merek, diskon, dan kualitas layanan terhadap loyalitas pelanggan.
Penelitian ini termasuk dalam kategori penelitian kuantitatif.
Sebanyak 100 konsumen minimarket NU Mart di Kabupaten Pekalongan Barat diberikan kuesioner untuk diisi.
Pengolahan data menggunakan SPSS Statistics 20.
Sampel yang digunakan adalah purposive sampling dan non-probability sampling.
Analisis regresi linier berganda digunakan dalam penelitian ini.
Hasil penelitian menunjukkan bahwa meskipun kualitas layanan .
hitung 3,.
, diskon .
hitung 3,.
, dan kepercayaan merek .
hitung 4,.
secara parsial berpengaruh terhadap loyalitas pelanggan (Y), kesadaran merek .
hitung 0,.
tidak berpengaruh terhadap loyalitas pelanggan karena thitung > .
tabel 1,9.
Secara simultan Kepercayaan Merek.
Kesadaran Merek.
Diskon dan Kualitas Layanan bersamasama mempengaruhi Loyalitas Pelanggan dengan thitung 71329 > thitung 2,46.
Page Kata kunci: Brand Trust.
Brand Awareness.
Discount.
Service Quality.
Customer Loyalty DOI: https://doi.
org/10.
32639/db96gm30 Fatmawati.
Ariyanti, & Imron
THE INFLUENCE OF BRAND TRUSTA
INTRODUCTION
The retail sector encompasses self-service establishments that offer goods individually or in limited quantities, playing a pivotal role in bolstering Indonesia's economy.
The retail sector is the second-largest industry for employment in Indonesia, after agriculture, prompting many individuals to establish businesses within this field.
Adnyana .
asserts that since 1998, the retail sector has experienced substantial transformations, particularly following the government's enactment of liberalization policies.
The liberalization was characterized by the signing of a letter of intent with the IMF, which facilitated foreign investments in the retail sector.
Subsequently, international retailers commenced their entry into and invigorated Indonesia's retail market.
These international retailers have been notably engaged in substantial investments in hypermarkets, convenience stores, and department stores.
Examples comprise Continent.
Carrefour.
Hero.
Circle K.
Alfamart.
Walmart.
Yaohan.
Lotus.
Marks & Spencer.
Sogo.
Makro.
Seven Eleven, and All.
Local retailers must compete to ensure the sale of local products and brands, thereby contributing to economic growth.
In response to these economic challenges.
NU Mart has been established by NU's economic institution as a supermarket to serve communities in the capacity of a convenience store.
addition to providing a diverse range of products, it seeks to cultivate an entrepreneurial ethos among NU members.
Furthermore.
NU Mart offers a distinctive product known as NU Mineral, a bottled mineral water manufactured by PT.
Tunas Rinnai Perkasa and distributed by CV.
Aswaja Berkah.
This beverage has effectively competed with other bottled water brands and continues to demonstrate resilience.
NU Mart offers both factory-manufactured and locally sourced products.
The selection process guarantees that these products comply with halal standards.
Selected local products must be market-ready, fulfilling requirements such as halal certification.
BPOM licensing, expiration dates, and appropriate packaging.
An interview with the director of NU Mart reveals that the store maintains Brand Trust by guaranteeing that all products offered are halal and BPOM-certified.
The store possesses robust brand awareness, with its reputation significantly Influenceing customer decisions.
Furthermore.
NU Mart presents occasional discounts and delivers service quality on par with other retail establishments, enabling customers to assess and choose it as their preferred shopping venue.
Brand Trust is a pivotal determinant of Customer Loyalty, as evidenced by research conducted by Rahmayani & Riyadi .
and Utarsih et al.
This illustrates how brand trust has a favorable and noteworthy impact on customer loyalty.
Dirbawanto and Sutrasmawati .
found no significant relationship between customer loyalty and brand trust.
NU Mart's brand awareness compels customers to patronize the establishment, as they acknowledge and appreciate its prominence.
Thus.
NU Mart facilitates the community's daily requirements while promoting repeat transactions.
Sulyantri et al.
's research from 2023 confirms that brand awareness has a significant and positive impact on customer loyalty.
According to Tandarto et al.
, customer loyalty is not much impacted by brand awareness.
In retail, service quality is a crucial element in customer retention.
Customers are at ease while shopping when they receive exceptional service, which also promotes referrals to others.
Customer loyalty and service quality are positively correlated, according to Dwipa and Wardhani .
There was no discernible relationship between service quality and customer loyalty, according to Febrianti and Keni .
These findings underscore the significance of prioritizing exceptional service to bolster customer loyalty, as favorable experiences during store interactions can cultivate stronger relationships How does NU Mart Minimarket in the Pekalongan Barat district's customer loyalty relate to brand What impact does brand awareness have on patronage at NU Mart Minimarket in the Pekalongan Barat district? How does the discount affect the loyalty of customers at NU Mart Minimarket in the Pekalongan Barat district? Page Given the context, the research questions that have been developed include:
Jurnal Ilmiah Akuntansi dan Keuangan Vol.
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1, 2025
How does NU Mart Minimarket in the Pekalongan Barat district's service quality affect patron How do discounts, brand awareness, brand trust, and service quality affect the loyalty of customers at NU Mart Minimarket in the Pekalongan Barat district? LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT Brand Trust Customer trust based on a company's dependability and integrity is what Chatterjee and Chaudhuri .
define as brand trust (Utomo 2.
This implies that a brand must maintain integrity in its position within society in order for the public to trust it and ultimately choose to use it.
Customers at NU Mart Minimarket are more loyal when the brand is trusted in the Pekalongan Barat District will increase.
Rahmayani & Riyadi's .
research revealed that brand trust plays a significant role in influencing customer loyalty.
In a similar vein.
Utarsih et al.
discovered that customer loyalty is strongly impacted by brand trust and customer satisfaction.
H1: Brand Trust Affects Customer Loyalty Brand Awareness Aaker .
in Andjarwati & Chusniartiningsih .
explains that potential customers' capacity to recall a brand is known as brand awareness, which is the link between the product class and the involved Additionally, according to Firmansyah .
in Sulyantri et al.
The capacity of consumers to identify or remember a brand and link it to a certain product category is known as brand awareness.
Customer loyalty increases with increased brand exposure at NU Mart Minimarket in Pekalongan Barat District will increase.
Sulyantri et al.
found that brand awareness significantly influences customer loyalty among female students in Malang City.
Similarly.
Hikam et al.
found that brand awareness significantly influences the loyalty of Ultras Malang consumers.
H2: Brand Awareness Affects Customer Loyalty Discount Discounts are very appealing to customers when shopping.
The turnover of goods will continue as long as transactions keep going.
The success of this transaction will be more likely if both parties, the customer and the seller, agree on the predetermined selling price.
(Adhitya & Rio, 2.
At NU Mart Minimarket in Pekalongan Barat District, customer loyalty increases as discounts increase.
Adhitya & Rio .
and Anisa Jayanti et al.
conducted research demonstrating the Influence of discounts or price reductions on customer loyalty.
Susilawati et al.
found that discounts have a positive and significant Influence on customer loyalty.
H3: Discounts influence Customer Loyalty H4: Service Quality Affects Customer Loyalty Page The customer, not the service provider, views the goodness or badness of service quality.
Improved customer loyalty is correlated with improved service quality at NU Mart Minimarket in Pekalongan Barat District will increase.
Suryawan et al.
's .
Customer loyalty is positively and significantly impacted by service quality, according to study.
Similar findings from Purwianti et al.
and Dwipa & Wardhani .
show that customer loyalty is greatly impacted by service quality.
Service Quality The efforts made by people or organizations to satisfy clients can be characterized as service quality.
Hindayani et al.
, 2020, as cited in Dwipa & Wardhani, 2024, provide this definition.
According to Parasuraman et al.
and Gronroos .
in Prasastono & Pradapa .
, service quality encompasses the comprehensive assessment of the service functions that customers actually receive .
echnical qualit.
and the delivery method .
unctional qualit.
If the service matches the customer's expectations, they view it as excellent.
if not, they view it as poor.
Fatmawati.
Ariyanti, & Imron
THE INFLUENCE OF BRAND TRUSTA
Customer Loyalty Customer loyalty is developed over time by a variety of strategies that might persuade consumers to adopt a devoted mindset toward the product.
The process begins with the customer becoming aware of the product.
At this juncture, producers initiate the process of cultivating the perception among potential consumers that their product or service outperforms competitors (Griffin, 2003.
Legkong et al.
, 2.
Tjiptono .
1: .
, in Febrianti & Keni .
, defines customer loyalty as the dedication of consumers to a supplier, retailer, or brand based on highly favorable traits demonstrated by recurring purchases.
H5: Brand trust, brand awareness, discounts, and service quality influence customer loyalty.
The proposed research model can be seen in the figure below Brand trust Customer Loyalty Brand Awareness Discount Service Quality Figure 1.
Proposed Research Model
METHOD
Research Variables Both independent and dependent variables are used in this investigation.
On the one hand, the independent variable, represented by (X), is the free variable, while the dependent variable, represented by (Y), is the bound variable.
This study's independent variables are Brand Trust (X.
Brand Awareness (X.
Discount (X.
, and Service Quality, whereas the dependent variable is Customer Loyalty (Y).
(X.
Data Collection A questionnaire was utilized to collect data for this investigation.
Sugiyono .
in (Sugiyono & Noeraini, 2.
describes a questionnaire as a technique for gathering data that involves giving respondents a list of written questions to complete.
The questionnaire comprises closed or open-ended questions/statements presented directly to respondents.
The questionnaire employed in this study is closed-ended, indicating that respondents may only respond using the given answer options.
Table 1.
Definition and Measurement Measurement Trust Reliable Honest Security Brand Brand understanding between Memories of certain brands Brand familiarity so that consumers are able to remember the brand under certain conditions.
Page Variable Definition Brand Trust The sense of security that actors have in (Rahmayani & Riyadi, communicating with brands is based on consumers' perceptions that they believe that the brand is loyal and responsible for the comfort and welfare of customers.
Brand awareness Brand awareness, namely consumers are able (Sulyantri et al.
, 202 to identify or remember the purpose as part of the product.
People want or buy products regularly because of something they know protects them.
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Discount (Adhitya & Rio, 2.
A discount is a price cut given by a seller to a buyer as a reward for certain activities of the buyer as a reward for activities that are enjoyable for the seller Servis Quality (Dwipa & One way that customers evaluate the quality of Wardhani, 2.
the services they receive is by comparing it to their expectations.
Customer Loyalty Although situational factors and marketing campaigns may lead customers to switch, customer loyalty is the steadfast will to continue buying or supporting a favored good or service in the future.
Trigger customers to purchase more quantities than desired.
Anticipation of competitors' price cuts Make sales in larger quantities.
Reliability.
Responsiveness Assurance Empathy Tangibles Repeat purchase Referral Retention Data Analysis The characteristics of the respondents to be analyzed quantitatively encompass gender, age, highest level of education, and occupation.
Upon completion of the questionnaire by the respondents, the frequency count and percentage values were computed.
The variables were described using primary data obtained from the results of questionnaire distribution.
The variables to be delineated encompass Brand Trust.
Brand Awareness.
Discount, and Service Quality.
For data analysis, this study uses SPSS (Statistical Product and Service Solution.
RESULTS AND DISCUSSION
Tabel 2.
The Partial Regression Coefficient Test (T-Tes.
Unstandardized Coefficients Std.
Error (Constan.
Brand Trust Brand Awareness Discount Service Quality Dependent Variable: Customer Loyalty Model Standardized Coefficients Beta Sig.
Source: Data processed .
In light of the findings of the partial test described above, the hypothesis testing outcomes are as follows:
The discount variable significantly influences customer loyalty at the NU Mart minimarket in the Pekalongan Barat District.
This is evident from the significance value of Discount (X.
, which is 0.
Page Customer loyalty at the NU Mart minimarket in the Pekalongan Barat District is not significantly affected by the brand awareness variable.
The Brand Awareness (X.
significance value of 0.
414 > 0.
05 makes this The formula for calculating the t-table value is t .
n-k-2 = t .
,05/2.
100-4-.
= .
,025.
= 1,986.
The null hypothesis (H.
is accepted while the alternative hypothesis (H.
is rejected since the t-count value .
is smaller than the t-table value .
As a result, there is some evidence to support the concept that brand awareness has a substantial impact on consumer loyalty.
The Brand Trust variable significantly influences customer loyalty at the NU Mart minimarket in the Pekalongan Barat District.
The Brand Trust (X.
significance score of 0.
000 < 0.
05 makes this clear.
The formula for calculating the t-table value is t .
n-k-2 = t .
,05/2.
100-4-.
= .
,025.
= 1,986.
Since the t-count value .
is greater than the t-table value .
, the alternative hypothesis (H.
is accepted and the null hypothesis (H.
is rejected.
Therefore, the results partially accept the hypothesis that brand trust significantly influences customer loyalty.
Fatmawati.
Ariyanti, & Imron
THE INFLUENCE OF BRAND TRUSTA
The formula for calculating the t-table value is = t .
n-k-2 = t .
,05/2.
100-4-.
= .
,025.
1,986.
The findings reject the null hypothesis (H.
and support the alternative hypothesis (H.
as the tcount value .
is greater than the t-table value .
Therefore, results partially accept the hypothesis that a discount significantly influences customer loyalty.
The Service Quality variable significantly influences customer loyalty at the NU Mart minimarket in the Pekalongan Barat District.
This is evident from the significance value of Service Quality (X.
, which is 0.
< 0.
The t-table value is calculated as = t .
n-k-2 = t .
,05/2.
100-4-.
= .
,025.
= 1,986.
Given that the t-count value .
exceeds the t-table value .
, the results reject the null hypothesis (H.
and accept the alternative hypothesis (H.
Therefore, results partially accept the hypothesis that service quality significantly influences customer loyalty Tabel 3.
Coeffiecient of Determination Model R Square Adjusted R Square Std.
Error of the Estimate DurbinWatson Source: Data processed .
Table 3 shows the coefficient of determination, represented by the Adjusted R Square, is 0.
The Adjusted R Square value is obtained by squaring the correlation coefficient AuR,Ay calculated as 0.
866 y 866 = 0.
The coefficient of determination (Adjusted R Squar.
740, equivalent to 74%.
This figure indicates that the variables Brand Trust (X.
Brand Awareness (X.
Discount (X.
, and Service Quality (X.
collectively affect Customer Loyalty (Y) by 74%.
The residual 26% .
% - 74%) is affected by variables external to this regression equation or other unassessed factors, classified as error .
The error value can be determined using the formula e = 1 - RA.
The R Square value generally spans from 0 to 1.
a negative R Square indicates that the independent variables do not affect the dependent variable.
diminished R Square value denotes weaker influences of independent variables (X) on the dependent variable (Y), while a R Square value approaching 1 indicates stronger influences.
Customer Loyalty and Brand Trust's Effect at NU Mart Minimarket.
Pekalongan Barat District The results of the hypothesis test show that customer loyalty is significantly impacted by the brand trust The t-count value for Brand Trust is 4.
954, accompanied by a significance value of 0.
Given that the t-count value exceeds the t-table value .
954 > 1.
and the significance value is below 0.
000 < 0.
, the null hypothesis (H.
is rejected, and the alternative hypothesis (H.
is accepted.
The Brand Trust variable significantly affects Customer Loyalty at NU Mart minimarket in the Pekalongan Barat District.
This finding corroborates earlier research by Rahmayani & Riyadi .
and Utarsih et al.
which determined that Brand Trust influences Customer Loyalty.
Given that NU Mart operates under the auspices of a religious organization, its unique position likely plays a significant role in shaping customer perceptionsAiparticularly regarding brand trust and service quality.
In culturally and religiously rooted communities such as Pekalongan, consumers often base their loyalty not only on transactional benefits but also on alignment with personal and communal values.
Page The Influence of Brand Awareness on Customer Loyalty at NU Mart Minimarket.
Pekalongan Barat District The brand awareness variable has no discernible impact on customer loyalty, according to the hypothesis The significance value for Brand Awareness is 0.
414, and the t-count value is 0.
Since the significance value is more than 0.
414 > 0.
and the t-count value is smaller than the t-table value Brand trust, in this context, may be reinforced by NU Mart's clear commitment to offering halal-certified products, aligning with the religious beliefs of its customer base.
The assurance that all items meet Islamic standards .
, halal certification.
BPOM approva.
may contribute more strongly to trust than in conventional retail environments.
This religious affiliation likely enhances the brandAos credibility and moral responsibility in the eyes of its customers.
Similarly, service quality may be interpreted beyond efficiency and responsiveness.
it may also encompass aspects of sincerity, ethical behavior, and a sense of social careAiall of which are valued in Islamic ethics.
Employees' courteous and respectful treatment of customers, for instance, may resonate more deeply in a religiously conscious community, thereby elevating perceptions of service quality and its impact on loyalty Jurnal Ilmiah Akuntansi dan Keuangan Vol.
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820 < 1.
, the null hypothesis (H.
is accepted and the alternative hypothesis (H.
is rejected.
Consequently, the Brand Awareness variable does not substantially affect Customer Loyalty at NU Mart minimarket in Pekalongan Barat District.
This discovery is consistent with earlier research by Tandarto et .
Verinita .
, and Muthiah & Setiawan .
, which determined that Brand Awareness does not influence Customer Loyalty.
The Influence of Discounts on Customer Loyalty at NU Mart Minimarket.
Pekalongan Barat District The results of the hypothesis test show that the discount variable has a considerable impact on customer With a significance threshold of 0.
002, the discount's t-count value is 3.
The null hypothesis (H.
is rejected and the alternative hypothesis (H.
is accepted since the t-count value is more than the ttable value .
127 > 1.
and the significance value is less than 0.
002 < 0.
The Discount variable substantially affects Customer Loyalty at NU Mart minimarket in the Pekalongan Barat District.
This finding corroborates earlier research by Anisa Jayanti et al.
, which determined that discounts influence customer loyalty.
How Customer Loyalty is Affected by Service Quality at NU Mart Minimarket.
Pekalongan Barat District The results of the hypothesis test show that customer loyalty is significantly impacted by the service quality variable.
Service Quality has a t-count value of 3.
424 and a significance value of 0.
The null hypothesis (H.
is rejected and the alternative hypothesis (H.
is accepted since the t-count value is more than the t-table value .
424 > 1.
and the significance value is less than 0.
001 < 0.
The Service Quality variable significantly affects Customer Loyalty at NU Mart minimarket in the Pekalongan Barat District.
This result supports previous study by Purwianti et al.
that found that customer loyalty is influenced by service quality.
The Cumulative Influence of Brand Trust.
Brand Awareness.
Discounts, and Service Quality on Customer Loyalty The data analysis reveals that the F-calculated value for the collective influence of Brand Trust (X.
Brand Awareness (X.
Discount (X.
, and Service Quality (X.
on Customer Loyalty (Y) is 71.
Given that the F-calculated value exceeds the F-table value .
329 > 2.
and the significance value is below 0.
< 0.
, the null hypothesis (H.
is rejected, and the alternative hypothesis (H.
is accepted.
This indicates that Brand Trust.
Brand Awareness.
Discounts, and Service Quality collectively and significantly influence Customer Loyalty at NU Mart minimarket in Pekalongan Barat District.
These variables collectively explain 74% of the variation in Customer Loyalty, with the remaining 26% affected by other unexamined factors.
Although brand trust and service quality may appear overlapping in retail contexts, they are conceptually distinct and contribute uniquely to customer loyalty.
Page Thus, in this model, brand trust captures the long-term relational bond between customer and brand, whereas service quality addresses short-term, operational satisfaction.
Both variables together provide a more comprehensive understanding of what drives customer loyalty, particularly in culturally embedded retail settings like NU Mart.
Brand trust refers to the consumerAos perception of a brand's reliability, integrity, and consistency over It is a psychological state that reflects a willingness to rely on a brand even in uncertain situations (Chaudhuri & Holbrook, 2.
Trust is built through long-term brand performance, adherence to promises, and alignment with customer values.
In the context of NU Mart, trust may stem from the storeAos religious affiliation, ethical commitments .
, selling only halal-certified product.
, and its reputation within the community.
On the other hand, service quality relates to the customer's evaluation of the actual service process and delivery.
According to Parasuraman et al.
, service quality is shaped by dimensions such as reliability, responsiveness, empathy, assurance, and tangibles.
It reflects the immediate, interactional experience a customer has with frontline staff, store environment, and transactional smoothness.
In retail, while service quality can reinforce brand trust, it is not synonymous with it.
For example, a customer may receive excellent service during one visit .
igh service qualit.
but still lack confidence in the brand if it has a history of inconsistency or unclear value alignment .
ow brand Conversely, a trusted brand might retain customers even when service delivery fluctuates.
Fatmawati.
Ariyanti, & Imron
THE INFLUENCE OF BRAND TRUSTA
CONCLUSION
Customer loyalty is influenced by brand trust, discounts, and service quality, but not by brand awareness, according to the findings of the study and the conversation at NU Mart Minimarket in Pekalongan Barat District.
These results advise NU Mart Minimarket in Pekalongan Barat District to continue focusing on these four variables.
The Brand Trust variable significantly influences customer loyalty, indicating that NU Mart Minimarket in Pekalongan Barat District should maintain its current level of Brand Trust, as customers are satisfied with the quality products and trusted brand they sell.
ter the brand trust, the better the customer loyalty at NU Mart Minimarket in Pekalongan Barat District.
The brand awareness variable does not have an Influence on customer loyalty.
This is because customers purchase other basic necessities, not just mineral water.
Therefore, this research recommends the company enhances the brand awareness variable to improve customer loyalty.
The discount variable shows a significant influence on customer loyalty.
NU Mart Minimarket in Pekalongan Barat District needs to maintain the discounts given, as customers are quite interested in products that have discounts .
rice reduction.
Thus, the more discounts there are, the more customer loyalty will increase at NU Mart Minimarket in Pekalongan Barat District.
The Service Quality variable shows a significant influence on Customer Loyalty.
NU Mart Minimarket in Pekalongan Barat District needs to maintain the established Service Quality, as customers feel quite comfortable when receiving good service.
Thus, the better the service quality, the more customer loyalty will increase at NU Mart Minimarket in Pekalongan Barat District.
Acknowledgment This article was initially presented at the 1st UNSIQ International Symposium on Economics and Business (UISEB) organized by the Faculty of Economics and Business.
Universitas Sains Al-QurAoan (UNSIQ).
The manuscript was reviewed through the symposium's internal evaluation process and recommended for publication in Jurnal Ilmiah Akuntansi dan Keuangan (JIAK) as part of the official collaboration agreement between UISEB 2024 and JIAK.
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