PENGARUH BRAND TRUST TERHADAP LOYALITAS MEREK PADA PENGGUNA PRODUK-PRODUK AMAL USAHA MUHAMMADIYAH DI KOTA YOGYAKARTA

Abstrak

The large amount of competition in the business world 
today makes every company must have a specific strategy to deal 
with it. Companies must be able to survive and even continue to 
grow. One way is to maintain existing customers. Companies must 
be able to maintain customer loyalty. Trust in the brand is part of 
the consumer perception that the goods or services purchased or used 
can be relied upon and provide guarantees that they are not 
detrimental. The design of this study was designed in the form of 
field research, where the research data and information were obtained 
from research field activities. The approach used in this study is a 
quantitative approach to the type of causality. The sampling 
technique uses the judgment sampling method, namely sampling 
with certain considerations. The sample of this study was 69 
respondents. The data analysis uses Multiple Linear Regression (t-Test and F Test) with the help of SPSS for Windows 15.0. Based on 
the results of the study, it can be seen that brand characteristics 
variables, company characteristics and consumer-brand 
characteristics have a significant influence on brand loyalty both 
partially and simultaneously.