The Role of Brand Trust in Mediating Brand Awareness, Perceived Service Quality, and Perceived Value on Customer Preference in Digital Telecom Services

Diana Fitri Anggraini; Vidyarini Dwita

doi:10.55927/eajmr.v5i4.79

Authors

Diana Fitri Anggraini Universitas Negeri Padang
Vidyarini Dwita Universitas Negeri Padang

DOI:

https://doi.org/10.55927/eajmr.v5i4.79

Keywords:

Customer Preference, Brand Awareness, Perceived Service Quality, Perceived Value, Brand Trust

Abstract

This study examines the effect of brand awareness, perceived service quality and perceived value on customer preference with brand trust as a mediator in Telkom's digital telecommunications services. Using SmartPLS version 4 with 117 respondents who are B2B customers in West Sumatra. The results show that there are mixed findings, namely that the direct and indirect paths are not all statistically significant. The findings indicate that in the B2B telecommunications context, branding and value serve as hygiene factors that do not motivate B2B preference due to the status quo bias of long-term contracts. Implications: Telkom prioritizes operational SLA over value branding.

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