ANALISIS PENGARUH HARGA, CITRA MEREK, KEPERCAYAAN MEREK DAN EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN HELM GM DI KOTA PADANG

Abstract

This study aims to determine the effect of price, brand image, brand trust and brand equity to consumers loyalty for product helmet GM in the city of Padang. The samples in this study amounted 100 respondents. The sampling technique is purposive sampling. The data used is primary data through questionnaires. Data analysis method used multiple linear regression analysis. the Test hypothesis by using the statistical test (T-test) to prove the effect of the independent variable to the dependent variable as partially or individual. The results of this study found that price, brand image and brand equity significantly positive effect to customer loyalty. While the brand trust has no significantly effect to customer loyalty at helmet GM in the city of Padang.
Keywords: Price, Brand Image, Brand Trust, Brand Equity, Consumer Loyalty