PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA KORAN HARIAN PT. RIAU POS INTERMEDIA PEKANBARU)

Abstract

This study aims to determine the effect of brand image and brand trust on customer loyalty ( A case study on the daily newspaper PT . Riau Pos Intermedia Pekanbaru . The image of the brand as a variable ( X1 ) trust the brand as a variable ( X2 ) and customer loyalty as ( Y ) .               The method in this research is descriptive and quantitative using SPSS 20 , where the sample used is the consumer Pekanbaru Riau Pos daily newspaper with about 85 respondents consisted of five companies , 78 public and two government agencies . The formula used to determine the sample slovin , as well as a sampling technique by purposive sampling . Data collection through questionnaires . Results of analysis can be known that the brand image variable positive effect on customer loyalty , brand trust significant effect on consumer loyalty , and pengrauh significant between brand image and brand trust on customer loyalty . 

Keywords : Brand Image, Brand Trust an Customer loyalty