PENGARUH BRAND TRUST DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PADA PRODUK SABUN MANDI CAIR LIFEBUOY DI BANDUNG

Henny Utarsih; Ianda Rezana; Indri Anjani

Henny Utarsih STIE Ekuitas Bandung
Ianda Rezana ARS University
Indri Anjani STIE Ekuitas Bandun

Keywords: Brand Trust, Customer Satisfaction, Customer Loyalty

Abstract

This research is motivated by a decrease in the number of enthusiasts in Lifebuoy liquid bath soap products in 2015- 2018. Due to a decrease in the number of consumers who make purchases on Lifebuoy liquid bath soap products.

This study aims to determine the effect of Brand Trust and Customer Satisfaction on Customer Loyalty in Lifebuoy liquid bath soap products in Bandung.

The method used in this research is descriptive and verification methods. Data collected by questionnaire and interview techniques. The sample in this study amounted to 100 respondents who were consumers who had bought Lifebuoy liquid bath soap and who knew Lifebuoy liquid bath soap in Bandung. Data analysis techniques used multiple linear regression analysis with SPSS 26 computer software tools.

The results showed that simultaneous Brand Trust and Customer Satisfaction significantly influence Customer Loyalty with a value of the coefficient of determination of 0.605 which means that Brand Trust and Customer Satisfaction affect Customer Loyalty by 60.5%, while the remaining 39,5% is influenced by variables or other factors which was not examined in this study.