Determinasi Brand Trust terhadap Brand Loyalty  pada House of Kage Sukabumi

Any Octaviany; Nor Norisanti; Dicky Jhoansyah

doi:10.31539/costing.v3i1.591

Any Octaviany Universitas Muhammadiyah Sukabumi
Nor Norisanti Universitas Muhammadiyah Sukabumi
Dicky Jhoansyah Universitas Muhammadiyah Sukabumi

DOI: https://doi.org/10.31539/costing.v3i1.591

Abstract

Brand loyalty is one concept that plays a very important role in marketing strategies to maintain customers who are loyal to the brand. The purpose of this research is to explain the influence of bran reliability and brand intention as brand trustâ€™s dimension on brand loyalty in the Muslim clothing House Of KAGE Sukabumi. Tehe method that use in this research is descriftive associative and quantitative approaches with multiple linear regression as a data analysis technique. Result of the research shows that the magnitude of the influence of brand trust on brand loyalty in the Muslim clothing House Of KAGE after testing simultaneously and partially have a positif and significant influence. Itâ€™s amounted to 11.8%, while the remaining 88.2% are influenced by other variables not examined in this research.

Keyword : Brand Trust, Brand reliability, Brand intention, Brand Loyalty.

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