PENGARUH BRAND IMAGE TERHADAP LOYALITAS YANG DIMEDIASI BRAND TRUST PADA PENGGUNA SMARTPHONE

Abstract

This study aims to determine the effect of brand loyalty mediated image of the
brand trust on a Samsung smartphone users in Jombang in 2015. The population
was taken from Samsung Smartphone users who are in the Jombang district,
using multistage sampling, involving 150 respondents. The analysis technique
used in this study using Multiple Mediation which to measure and verify whether
brand trust becomes the mediation of the effect of brand image to loyalty, as well as
to measure the causal step of each construct. The results showed that the variable
Trust (Trust) effect on the Loyalty variable. Brand Image variables also affect
Loyalty variable. While the test results variable trust (Trust) is not proven as a
mediating variable of the influence of the brand image of the Loyalty.
Keywords: brand image, loyalty, trust, influence, smatphone, Samsung