ANALISIS PENGARUH HARGA, KEPERCAYAAN MEREK DAN EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN PADA HELM KYT DI KOTA PADANG

Abstract

This study aims to determine the effect of price analysis, brand trust and brand equity on customer loyalty in the helmet KYT in Padang. The sample in this study are customers who use Helm KYT In Padang city of 100 people. Techniques used in sampling was accidental 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 price is positive and significant impact on customer loyalty, brand trust and significant positive effect on customer loyalty and brand equity positive and significant impact on customer loyalty helmet KYT in Padang Keywords: Price, Brand Trust, Brand Equity, Customer Loyalty