PENGARUH
BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY
Abstract
The purposes of this research are: 1) To know the description
of brand image and brand trust and the influence of them towards brand loyalty
of Teh Botol Sosro. 2) To test empirically the influence of brand image towards
brand loyalty of Teh Botol Sosro. 3) To test empirically the influence of brand
trust towards brand loyalty of Teh Botol Sosro. 4) To test empirically the
influence of brand image and brand trust simultaneously towards brand loyalty
of Teh Botol Sosro. The analysis implemented in this research are descriptive
and causal analysis. This research is taken 100 consumers of Teh Botol Sosro at
the food court of ITC Cempaka Mas while data was collected by using
questionnaire and processed using SPSS 16. The result shows that partially
brand image has a positive and significant impact toward brand loyalty. Then,
partially brand trust also has a positive and significant impact toward brand
loyalty. Simultaneously, brand image and brand trust have a positive and
significant impact toward brand loyalty. The empirical findings indicate that
to create and improve the brand loyalty, Teh Botol Sosro need to consider brand
image and brand trust because those factors shown to affect the level of job
satisfaction.
Keywords: Brand Image, Brand Trust, Brand
Loyalty
EmoticonEmoticon