The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty

Abstract

ABSTRACT: The purpose of the study is to analyze and determine the influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty of Teh Pucuk Harum in Surabaya. This study used 170 respondents who are residing in Surabaya, minimum education level of high/vocational school, having consumed Teh Pucuk Harum products, having seen and observed promotional activities of Teh Pucuk Harum, and knowing the differences between Teh Pucuk Harum products and other packaged tea products. This research used Structural Equation Modeling (SEM) approach with Lisrel 8.7 for Windows. Sampling technique used in this research was non-probability sampling with purposive sampling type. The data were collected directly from respondents who meet the characteristics of the population by spreading questionnaires. The results of this study show that brand communication, brand image, brand satisfaction, and brand trust have a positive and significant influence on brand loyalty of Teh Pucuk Harum in Surabaya.