PENGARUH CITRA MEREK DAN KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN MEMAKAI KOSMETIK WARDAH DI KOTA PADANG

Abstract

ABSTRACT
This study aims to determine the effect of brand image and brand trust in the loyalty of cosmetic wear Wardah in Padang. The sample used 100 respondents. The data used is primary data through questionnaires. Hypothesis testing to prove the influence of brand image and brand trust in the loyalty of cosmetic wear Wardah in Padang.
The results found that 1) Brand image has no significant effect on consumer loyalty wear cosmetics Wardah in Padang 2) Brand trust significant effect on consumer loyalty wear cosmetics Wardah in Padang
Suggestions researcher for the company so that the company should pay attention to the brand image for example vogue, so favored eyes of the public, because at the present time very influential craze for consumers in making loyalty. Wardah cosmetic party is expected to provide reliability in accordance with the needs, so that consumers feel satisfied. Reliable could be the most important thing for consumers to do loyalty.
Keywords: Brand Image, Brand Trust, Consumer Loyalty