PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY QUEEN APPLE (Studi Pada Konsumen Kue Queen Apple Malang)

Abstract

ABSTRACT

 

The purpose of this study is to determine the effect of brand image and brand trust variables on brand loyalty to queen apple consumers. In this study independent variables consisting of brand image and brand trust while the dependent variable is brand loyalty. Population in this research is consumer of queen apple. The sample used is 95 respondents. The research method used is quantitative. The sampling technique used technique of purposive sampling, while the data analysis method used in this research is multiple linear regression analysis.

The results of this study indicate that brand image and brand trust simultaneously against brand loyalty queen apple, brand image and brand trust partially to brand loyalty queen apple has a positive and significant impact.

 

Keywords: Brand Image, Brand Trust, Brand Loyalty