PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA PENGGUNA HELM MEREK INK (Studi kasus pada Mahasiswa STIE Widya Gama Lumajang)

Abstract

This research is a quantitative research by looking for associative relationship which is causal or research that is asking about the relationship between two or more variables and causal. The objective of this research is to know the influence of brand image and brand trust on brand loyalty on INK helmet user in STIE Widya Gama Lumajang either partially or simultaneously. This study tested the hypothesis that there is influence of brand image to brand loyalty, there is influence of brand trust to brand loyalty, and there is influence of brand image and brand trust simultaneously to brand loyalty to INK helmet user in STIE Widya Gama Lumajang. The result of research to 60 respondents by using multiple linear regression analysis is there is no influence of brand image to brand loyalty, there is influence of brand trust to brand loyalty, and there is influence of brand image and brand trust simultaneously to brand loyalty to INK brand helmet user in STIE Widya Gama Lumajang. The resulting multiple linear regression function is Y = 7,564-100X1 + 0,606X2. The coefficient of determination shows that 30.2% brand loyalty can be explained by independent variable that is brand image and brand trust, while the rest is 69,8% brand loyalty influenced by other variables not examined in this research. The limitation of this research is to examine brand image and brand trust as a factor affecting brand loyalty, while other variables that can influence brand loyalty are expected to be examined by further researchers in different periods and places.