PENGARUH KEPERCAYAAN MEREK DAN KEPUASAN TERHADAP KESETIAAN MEREK PADA MINUMAN COCA COLA DI KOTA PADANG

Abstract

This study aims to influence brand trust and satisfaction on brand loyalty at Coca Cola Beverages in Padang. The sample in this study was the consumer who consumes Coca-Cola Beverages in Padang totaling 100 respondents. The sampling technique was purposive sampling. Data analysis method used multiple linear regression analysis.
The results of this study found that the characteristics of the brand, the consumer-brand characteristics and customer satisfaction has positively influence on brand loyalty in coca cola beverage products in the Padang city and the characteristics of the company was not positively effect on brand loyalty in coca cola beverage products in the Padang city.
Keywords: trust the brand, customer satisfaction, brand loyalty