PENGARUH KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK PADA KONSUMEN VANHOLLANO BAKERY DI PEKANBARU

Abstract

The research was conducted to the Vanhollano Bakery custumers in pekanbaru. The research is aimed to know how the effects that caused by brand trust variabele ( X ), that consists of branf reliability (X1) and Brand intentions (X2) on the brand Loyalty (Y). The research was conducted by using purposive sampling technique, and then a random sampele 100 of people was taken. The analysis method then used by in the research is quantitative descriptive method, the simulathanty an partially used analysis (multiple linear regression analysis that using SPSS version 19.0) Based on the results of the best, the simultant regression test ( Test F ) showing that all the tasted free variables have a significant positive effect on the brand loyalty variables ( Y ). Parsial regression test ( test t ) showing that brand reliability variabeles have most significant positive effect on the brand loyalty. The magnitude of effect caused (R2) by these two of variable together on bound variables is 66,6 % while rest is 33,4 % effected by another variables that not be researched in this research.