PENGARUH BRAND IMAGE, BRAND QUALITY, BRAND TRUST TERHADAP BRAND LOYALTY PADA PRODUK MEREK PHILIPS

Abstract

In companies in the field of industry need to make efforts to process quality and safe products
when used by consumers. Then the company needs to pay attention to marketing strategies
in the progress of a product in the future, to increase sales and generate profits for the
company. If the image and quality of the product is marketed well, it will certainly increase
brand loyalty. Here are the factors that affect brand loyalty, namely brand image, brand
quality, and brand trust. The purpose of this study is to find out the influence of Brand Image,
Brand Quality, Brand Trust on Brand Loyalty on Philips Brand Products. The sample number
of 100 people and respondents were consumers of Philips light products in Batam city using
purposive sampling techniques. The type of research used is a quantitative approach with
multiple linear regression analysis tools.The results of this study show that Brand Image,
Brand Quality, and Brand Trust simultaneously have a significant effect on Brand Loyalty on
Philips Brand Products and proven truth. While partially Brand Image, Brand Quality, and
Brand Trust have a significant effect on the Brand Loyalty of Philips Brand Products and
proven to be true. In conclusion, partially and simultaneously it was proven that Brand Image,
Brand Quality, and Brand Trust had an effect of 52.9%. The remaining 47.1% were affected
by other variables not studied in the study.
Keywords : Brand Image, Brand Quality, Brand Trust, and Brand Loyalty.