PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA PRODUK FACE WASH MEREK WARDAH DI SURABAYA

Abstract

The sampling technique used is non-probability sampling by purposive sampling. The tool used is a questionnaire. The sample used was 200 respondents, namely consumers of face wash products in Surabaya. The data analysis technique used is Structural Equations Modeling using the LISREL program. The results of the study prove that brand image has a significant effect on brand loyalty, product quality has a significant effect on brand trust, brand image does not have a significant effect on brand loyalty, product quality does not have a significant effect on brand loyalty, brand trust does not have a significant effect on brand loyalty, and brand image does not significant effect to brand loyalty through brand trust, and product quality does not significant effect to brand loyalty through brand trust.