PENGARUH KEPERCAYAAN MEREK DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN HANDPHONE MEREK NOKIA (Studi Kasus pada Civitas Akademika di Lingkungan Fakultas Ekonomi Universitas Bengkulu)

The aims of this research were: 1) to find out the effect of brand trust toward customer
loyalty in using mobile phone from Nokia product; 2) to know the effect of customer
satisfaction toward customer loyalty in using Nokia product as their mobile phone; 3) to
investigate to effect of brand trust and customer satisfaction toward the loyalty of
customer of Nokia mobile phone. The type of this research was descriptive quantitative
research, which is a research on problems based on the facts from certain phenomena
using statistical calculation. The type of the data was primary data that were gotten by
using questionnaire. The respondents of this research were the Nokia mobile phone
users as many as 81 people who were selected by using accidental sampling technique.
The data were analyzed by using descriptive analysis and multiple linear regression
analysis method. Based on the field research, the result showed that: (1) brand trust,
customer satisfaction, and the loyalty of customer of Nokia mobile phone were on high
category; (2) brand trust and customer satisfaction variables simultaneously have
significant effect on the customer loyalty in using Nokia mobile phone product with the
percentage of 87.7%; and (3) partially, brand trust and customer satisfaction variables
significantly affected the customer loyalty in using Nokia mobile phone product with
brand trust as the most affecting variable.