PENGARUH BRAND IMAGE BRAND TRUST DAN HARGA TERHADAP BRAND LOYALTY PADA KONSUMEN HONDA JAZZ DI KOTA PADANG

Abstract

This research is aimed to examine empirically the effect of brand image, brand trust and price on brand loyalty. The number of sample used was 100 respondents by performing purposive sampling.

The technique of data analysis used  multiple linear regresion , the following is the formula : Y = a + b1X1 + b2X2 + b3X3 from the data analysis, it is obtained multiple linear reresion equatioan, that is : Y = 0.212 + 1,160X1+ 0,342X12+ 0,128X3 . To determine the contribution of independent variable on the dependent variable, the coefficien of determination is used with the result of 8,1 %, this shows that the influence of  Brand Image, Brand Trust and Price on brand loyalty of consumer Honda Jazz is in the amuont of 8,1 %, and the rest of 91,9 % is influence by the other factor. To test the hypothesis, the test of t count is used, in the amount of brand image 0,000, brand trust 0,000 and price 0,002. Thus the hypothesis in this study is accepted that there is an influence  between brand image, brand trust and price of brand loyalty honda jazz in padang.

Keywords : Brand Image, Brand Trust, Price, and Brand of  Loyalt