The Effect of Brand Image, Brand Trust, and Product Quality on Brand Loyalty on Geprek Bensu Customers in Malang City

Abstract

ABSTRACT

This study aims to determine the effect of brand image, brand trust, and product quality on brand loyalty in Geprek Bensu customers in Malang. This type of research is explanatory research that explains or proves the relationship or influence between independent and dependent variables. This study used a sample of 195 respondents where the distribution of questionnaires was carried out in Malang. Sampling using non-probability sampling method with purposive sampling technique. The sample consisted of respondents who lived in Malang City or settled temporarily in Malang City, at least 17 years old, were Geprek Bensu customers who had knowledge or had obtained information online about Geprek Bensu, and made purchases of Geprek Bensu products at least 3 times (three times). Data analysis using Multiple Linear Regression Analysis using SPSS ver. 20. The results of the analysis obtained in this study are Brand Image has a significant effect on Brand Loyalty, Brand Trust has a significant effect on Brand Loyalty, and Product Quality has a significant effect on Brand Loyalty. Based on the results of the t test it was found that the Quality Product variable had the largest t value and the beta coefficient. So that the Product Quality variable has the strongest influence compared to other variables, the Quality Product variable has the dominant influence on Brand Loyalty.

Keywords: Brand Image, Brand Trust, Product Quality, Brand Loyalty