PENGARUH PROSES KEPUTUSAN PEMBELIAN, KEPERCAYAAN MEREK DAN CITRA MEREK TERHADAP LOYALITAS MEREK PADA SMARTPHONE IPHONE DI KOTA PADANG

Abstract

Abstract
This study aims to determine the effect of the purchase decision process, brand trust and brand image on brand loyalty on Iphone smartphone in the city field. The sample in this research that consumers are using smartphones Iphone city of Padang totaling 138 people. Techniques used in sampling is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individual.
The results of this study found that the purchase decision process a positive effect on brand loyalty, brand trust positively affects brand loyalty and brand image positive effect on brand loyalty in the smartphone iphone in the city of Padang.
Keywords: Purchase Decision Process, Brand Trust, Brand, Brand Loyalty