PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN SMARTPHONE PRODUK APPLE (IPHONE) DI SURABAYA

Abstract

This study aims to determine the influence of Brand image and brand trust on customer loyalty of Apple (iPhone) smartphones in Surabaya. By using an independent variable (X) and a dependent variable (Y). Which are independent variables (X), namely Brand image (X1) and brand trust (X2). Meanwhile, the dependent variable (Y) is customer loyalty. The population criteria in this study are the people of Surabaya who use Apple products (IPhone) and the sample to be taken based on the Cochran formula is 100 respondents. The research method used was qualitative using a likert scale instrument and data sources collected from questionnaires. The results of the study obtained are that the independent variable of Brand image has a positive and significant effect on the dependent variable of customer loyalty. The independent variable of brand trust has a positive and significant effect on the dependent variable of customer loyalty. In addition, the independent variables of Brand image and brand trust simultaneously have a positive and significant effect on the dependent variables of customer loyalty.