A Study on the Effect of HMR Product Selection Attributes on Satisfaction, Mediated by Retail Brand Trust

In an environment where the HMR market is rapidly increasing and various competing products are emerging by distribution channel, this study aims to identify the main factors to consider when consumers choose HMR and analyze the mediating effect of brand trust by distribution channel in the relationship between selection attributes and customer satisfaction. The results of the study showed that in the relationship between HMR selection attributes (convenience, health, quality, and variety) and customer satisfaction, each factor had a statistically significant positive (+) effect. In particular, convenience had the biggest impact on customer satisfaction. This shows that while consumers consider convenience, health, product quality, and variety, convenience is an important factor in customer satisfaction. In addition, as a result of analyzing the mediating effect of brand trust, it was found that brand trust acts as an important parameter in the process of HMR product selection and customer satisfaction in the relationship between HMR selection attributes (convenience, health, quality, and diversity) and customer satisfaction. Consumers tend to choose HMR products based on brand credibility and thereby shape customer satisfaction. This confirms that the brand symbolizes the quality and reliability of the product, and that consumers choose the product based on their trust in the brand and experience satisfaction.