Pengaruh Brand Image dan Brand Trust terhadap Kepuasan Konsumen (Studi Kasus pada Distro Truelofty di Lumajang)

Abstract

This study aims to determine the relationship or influence of brand image and brand trust on customer satisfaction both partially and simultaneously. This study uses primary data obtained from the results of filling out questionnaires against consumers on truelofty distributions in Lumajang, amounting to 60 respondents. The analytical method used in this study is multiple linear regression. The results of multiple linear regression analysis show that brand image and brand trust have a positive and significant relationship to customer satisfaction both partially and simultaneously with determinant cofesiveness of 36.8% can be explained by the independent variable namely brand image and brand trust. While the remaining 63.2% of customer satisfaction is influenced by other variables not examined in this study. Based on the results of this study, the software distribution on Lumajang still maintains product quality and maintains product trust so that consumers repurchase, and do not move to other distributions.