PENGARUH KEPUASAN MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK PRODUK TEH PUCUK HARUM DI KOTA PALEMBANG

This study aims to analyze whether the variables of brand satisfaction and brand trust have an influence on brand loyalty of the Pucuk Harum Tea in the city of Palembang. This type of research is quantitative with survey methods. The sampling technique used is purposive sampling. The sample used in this research is 100 respondents, where repondents is the visitor of shops in traditional markets, supermarkets, mini market in Palembang city. The data analysis technique used is multiple linear regression to determine the effect of brand satisfaction and brand trust on brand loyalty of the Pucuk Harum Tea in the city of Palembang. The results obtained in this study indicate that the variables of brand satisfaction and brand trust have a positive and significant influence on the brand loyalty of the Pucuk Harum Tea in the city of Palembang.

Keywords: Brand Satisfaction, Brand Trust, Brand Loyalty