PENGARUH KEPERCAYAAN DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN THAI TEA (KASUS PADA KONSUMEN FREMILT KOTA SURAKARTA)

Abstract

ABSTRACT: This study aims to determine the effect of trust and brand image towards loyalty of Thai tea consumers (The case of Fremilt consumers in Surakarta City). The method of determining the location of the study is purposive method and located in Fremilt that scattered in Surakarta City. The sampling method used was purposive sampling method with 100 respondents. The analysis used was multiple linear regression analysis using the SPSS program. The results showed that the brand trust variable and brand image have an influence on brand loyalty, brand trust has an effect on brand loyalty and brand image has an effect on brand loyalty.

Keywords: Brand Trust, Brand Image, Brand Loyalty, Thai tea