The Influence of Brand Trust and Brand Commitment to Brand Loyalty at Consumer Society of AQUA Products in Dadaprejo - Junrejo - Batu City - Indonesia

Abstract

This research is motivated by the idea that brand trust and brand commitment can influence brand loyalty. The purpose of this study is to know how the influence of brand trust and brand commitment together or individually to brand loyalty. The type of research in this research is explanatory research with quantitative approach which uses research instruments in the form of questionnaires distributed to 73 respondents who live Tasrib RT.03 RW.07 Street Dadaprejo Village Junrejo Sub District Batu City which is a consumer of Aqua product. Data processing is done computerized by using software. As for the theory used on brand trust will compose a product image that affects the buying behavior. On brand commitment can be defined as the psychological feelings of the mind through attitudes about relationships with partners and will provide long-term benefits for both parties. And on brand loyalty is a form of consumer loyalty to a brand that has been purchased and consumed. For instrument testing using validity test, and reliability test. As for the technique of data analysis using descriptive analysis and multiple linear regression analysis. Multiple linear regression analysis was used because this study was more than two variables, using F test, T test, and R2 test. The results showed that from both brand trust and brand commitment variables simultaneously affect brand loyalty. From computerized calculation using software obtained results for test F known that F_count = 65,602 > F_tabel 3,128 with significance equal to F0,000 < 0,05. Independently known brand trust and brand commitment have a significant effect on brand loyalty. In addition to the F test, R2 test known R Square value of 0.652 which means the magnitude of independent variables to the dependent variable of 65.2%.

Keywords: Brand Trust, Brand Commitment, Brand Loyalty, Brands.