THE EFFECT OF SERVICE QUALITY AND BRAND IMAGE ON DONORS’ TRUST IN PAYING ZIS AT LAZISMU PONOROGO, WITH COMPETITIVE ADVANTAGE AS A MEDIATING VARIABLE

Abstract

This study aims to analyze the influence of service quality and brand image on donors’ trust in paying Zakat, Infaq, and Sedekah (ZIS) at Lazismu Ponorogo, with competitive advantage serving as a mediating variable. The study employs a quantitative approach with a sample of 100 donors selected through purposive sampling. Data were collected using a questionnaire and analyzed using the SEM-PLS method with the assistance of SmartPLS 4.0 software. The results indicate that service quality and brand image have a positive and significant effect on donor trust. Furthermore, service quality and brand image also have a positive and significant effect on competitive advantage. Competitive advantage was found to have a positive and significant effect on donor trust and mediates the influence of service quality and brand image on donor trust. Thus, all research hypotheses were accepted.