Kepercayaan Konsumen Terhadap Merek Dan Hubungannya Dengan Loyalitas Merek Produk Mesin Cetak (Printer) Pada Mahasiswa Universitas Sebelas Maret Surakarta

Abstract

Consumer loyalty to the product brand is an important concept, especially at high competitiveness level of condition with low growth. This research is aimed to discover the link and the effect of trust in a brand model variables to the consumer’s trust and loyalty of printer brand at college students. Hence, printer’s company can use this information as one of strategies to win the competition by making consumer more loyal. The selection of college student as research sample is conducted because the college student is one of printer substantial market segments. The college student is used to use printer for learning and teaching activities inside campus. The research is started with setting of research attributes which are obtained from previous research by Lau and Lee (1999). The next step is doing correlation analysis to find out variables which have link to the dependent variable. The last step is doing regression analysis to decide variables which have significant effect on dependent variable.Correlation analysis result 7 variables (brand reputation, brand predictability, brand competence, trust in the company, company integrity, brand liking and brand satisfaction) have link to trust in a brand and brand loyalty variables. While regression analysis indicate 4 variables (brand satisfaction, brand reputation, brand predictability and brand liking) have significant effect to trust in a brand and brand loyalty variables