THE EFFECT OF PRODUCT QUALITY, BRAND IMAGE AND TRUST ON CUSTOMER LOYALTY IN THE COFFEE POWDER PRODUCTS GUNUNG PASAMAN

Abstract

This study aims to determine the effect of product quality, brand image and trust on customer loyalty in the coffee powder products Gunung Pasaman. The sample in this study is that customers purchase and consume ground coffee products Gunung Pasaman in East Pasaman amounted to 138 respondents. The sampling technique is purposive sampling. The type of data used are primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using test T-test statistics to demonstrate the influence of the independent variables on the dependent variable partially or individual.
Results of this study found that the quality of the product, brand image and confidence positive effect on customer loyalty in the product Coffee Powder Gunung Pasaman.
Keywords: product quality, brand image, trust, customer loyalty