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Peranan Komunikasi Pemasaran, Citra Merek Dan Kepercayaan Merek Terhadap Kesetiaan Merek

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  • issalillah, fayola

Abstract

The retail business that continues to grow requires every company engaged in the retail sector to always carry out various strategies in order to expand market coverage and the number of customers. The existence of a number of loyal customers can ensure the survival of the company so that it must be continuously worked on and improved for the progress of the company. This study aims to analyze and determine the effect of marketing communication, brand image, and brand trust on brand loyalty. The research method used is a quantitative method with the analysis technique of Structural Equation Modeling (SEM). The intended respondents are Indomaret customers in the city of Surabaya, totaling 100 respondents using purposive sampling technique. The results showed that marketing communication, brand image, and brand trust had a significant effect on brand loyalty.

Suggested Citation

  • issalillah, fayola, 2021. "Peranan Komunikasi Pemasaran, Citra Merek Dan Kepercayaan Merek Terhadap Kesetiaan Merek," OSF Preprints zpsu9, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:zpsu9
    DOI: 10.31219/osf.io/zpsu9
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