analysis of brand trust in increasing brand loyalty
Puspo Dewi Dirgantari (a*) Fitri Asti Pratiwi (b) Rd. Dian H. Utama (b)
Universitas Pendidikan Indonesia
Abstract
The development of the cosmetic industry in Indonesia showed an increase. The number of local cosmetics in Indonesia cause an increase in business competition. Companies need to pay attention to customer loyalty towards the brand (brand loyalty) as an important aspect in the face of competition. One of them through a brand trust because if the customer has of the brand then customers will continue to use and buy the brand or loyal towards the brand has to offer. The purposes of this study to obtain: The influence of brand trust on brand loyalty. The method use was explanatory survey with a sample size as much as 107 respondents. Data analysis technique used is simple with linier regression tools computer software statistical product for service solution (SPSS) 24.0 for windows. The result of the findings of this research show Brand trust has a positive and significant effect against the brand loyalty. This shows that the better the customer believes in the brand, the better is brand loyalty.
Keywords: Brand Trust, Brand Loyalty
Topic: Marketing Management