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All Journal International Journal of Economics, Social Science, Entrepreneurship and Technology (IJESET)
Yulia Andiyani
Universitas Pelita Bangsa, Cikarang, Indonesia
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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The Effect of Brand Image, Brand Trust, and Promotion on Consumer Loyalty Kuwat Riyanto; Yulia Andiyani
International Journal of Economics, Social Science, Entrepreneurship and Technology (IJESET) Vol. 1 No. 3 (2022): JUNE 2022
Publisher : Pusat Riset Manajemen dan Publikasi Ilmiah Serta Pengembangan Sumber Daya Manusia Sinergi Cendikia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55983/ijeset.v1i3.194

Abstract

This study aims to determine the effect of brand image, brand trust, and promotion on consumer loyalty Pocari Sweat in Cikarang. This study uses the brand image variable which is measured using 3 dimensions, namely: strength, uniqueness, and preference. The brand trust variable is measured using 2 measurement dimensions, namely: reliability and purpose. Promotional variables were measured using 5 measurement dimensions, namely: advertising, sales promotion, personal selling, public relations, and direct marketing. Consumer loyalty variable is measured using 5 measurement dimensions, namely: trust, emotional commitment, switching costs, word of mouth, and cooperation. This research is a quantitative study with a sampling technique using the non probability sampling method and multiple linear regression analysis. The results of the study partially there is no significant effect between brand image on consumer loyalty, partially there is a significant influence between brand trust and promotion on consumer loyalty.
Co-Authors Kuwat Riyanto