HUBUNGAN ANTARA BRAND TRUST DENGAN BRAND LOYALTY PADA PENGGUNA SMARTPHONE SAMSUNG

Abstract

This research aims to find the relationship between brand trust and brand loyalty. The study's population of 210 consumers was Samsung smartphone users. The study sampled 140 consumers who bought and used Samsung smartphones. The sampling technique used is the Axial Sampling technique. This study uses an associative quantitative approach, with survey methods with correlational techniques. To find out how much relationship brand trust (brand trust) with brand loyalty (brand loyalty) in Samsung smartphone users used Pearson product-moment correlation and obtained rxy = 0.983 then continued t test calculation with significance obtained from the calculation of ᶐ = 0.05 with the amount n = 140 and dk - 2 = 53 - 2 = 51, So obtained ttabel = 1,645. It turns out that thitung > ttabel or 62,772 > 1.65, then Ho was rejected, meaning there is a significant relationship between brand trust and brand loyalty. So the coefficient of determination of 96.6% means that the brand trust variable has a contribution to brand loyalty of 96.6% and the remaining 3.4% is determined by other variables that are not studied by researchers. Thus in this study concluded that there is a relationship between brand trust and brand loyalty in Samsung smartphone users.