PENGARUH KEPERCAYAAN MEREK, EKUITAS MEREK, DAN HARGA TERHADAP LOYALITAS KONSUMEN PADA PASTA GIGI MEREK PEPSODENT DI KOTA PADANG

Abstract

Toothpaste is one of daily needs or convenience goods used every individual in every
demographic segment, resulting in the production of toothpaste products is very high and always rise
along with population growth, so the production of toothpaste products is very high and always
increasing in line with population growth. This research aims to determine the effect of brand trust,
brand equity, and price of consumer loyalty on brand pepsodent toothpaste in Padang city. The sample in
this research are the consumers who buy and use pepsodent toothpaste in Padang city totaled 138
respondents. The technique of sample is the sampling purposive. Methods of data analysis used was
multiple linear regression analysis. The result of this research found that confidence in the brand trust,
brand equity, and price affect positive and significant to consumer loyalty on brand pepsodent toothpaste
in Padang city.
Keyword : brand trust, brand equity, price, customer loyalty