Analisis Pengaruh Kepercayaan dan Kepuasan Pelanggan terhadap Brand Loyalty Studi pada Butik MySquad di Kota Mojokerto

Abstract

Fashion has  a  high  increase  in  shopping precedence  in  Indonesia,  it is

utilized by many businesses as a golden opportunity by establishing their own brands.  Theoretically there is a theoretical relationship between  trust and customer satisfaction on brand loyalty but there is a gap in empirical research results. This study aims to determine the effect of trust and customer satisfaction on  brand loyalty at Mysquad Mojokerto boutique. This study  uses a quantitative approach  with a correlational research type. The data in this study  were taken using a questionnaire  to 50 respondents who were taken using purposive sampling. The data were analyzed using multiple linear regression techniques and presented descriptively. The results found that customer trust partially has an impact on brand loyalty. Customer satisfaction also has an impact on brand loyalty partially. Simultaneously, customer  trust  and satisfaction  have   a  significant  impact on brand loyalty.

Keywords:  trust; customer satisfaction; brand loyalty