PENGARUH BRAND TRUST DENGAN ASPEK BRAND RELIABILITY, BRAND INTENTION, DAN BRAND PREDICTABILITY TERHADAP BRAND LOYALTY KONSUMEN PRODUK PEPSODENT UNILEVER DI KOTA BENGKULU

The purpose of this research is to analyze influence of three brand trust
aspects, there are : brand reliability, brand intention, and brand predictability to brand
loyalty of product Pepsodent Unilever. The primary study conducted in Bengkulu
City. Data collected using questionnaire. The questionnaires distributed in this study
was 100 samples of people in Bengkulu city. Samples were collected using
nonprobability sampling. Using linear regretion analysis we found that, brand
Reliability, brand intention, and brand predictability affected to increase brand
loyalty significantly. The results showed that brand trust with aspek brand realibility,
brand intention and brand predictability had value as big as 86,9 % to increase brand
loyalty significantly and the other for 13,1 % can be explain for other variabel. So,
brand trust with aspect brand realibility, brand intention and brand predictability was
a significant affected to increase consumer brand loyalty on Pepsodent Unilever
product in Bengkulu City.