The Effect of Product Quality, Brand Image and Brand Trust on Bear Brand Customer Loyalty

(Case Study on Management Study Program Students at Narotama University)

Abstract

This research aims to analyze whether Product Quality, Brand Image, and Brand Trust have a significant effect on Bear Brand Customer Loyalty among Management Study Program Students at Narotama University Class of 2019. The data collection technique for this study was a sampling technique using purposive sampling by taking 100 respondents. Data collection through distributing questionnaires. The type of research used is quantitative research, using the Multiple Linear Regression data analysis method through the IBM SPSS version 26 for windows application. Based on the results of the study, it shows that the variables of Product Quality, Brand Image, and Brand Trust partially have a significant positive effect on Customer Loyalty. Simultaneously the variables Product Quality, Brand Image, and Brand Trust have a significant positive effect on Customer Loyalty obtained by Fcount > F table, namely 67.328> 2.699 with a significance value of 0.000 <0.05.