The Influence of Trust In A Brand to Brand Loyalty of Telkomsel Prepaid Subcribers in Pekanbaru City

Abstract

This research was motivated by the increasing competition between Telkomsel prepaid cards brands. The fellow Telkomsel competing brands in retaining customers or even compete in getting new customers. In particular, this reserch reviewed trust in a brand Telkomsel (As & Simpati) which was measured through a variety of factors, such as the brand characteristics, company characteristics, and customer-brand characteristics which is the form factor of brand loyalty. This research aimed to analyze the influence of brand characteristics, company characteristics, and customer-brand characteristics to brand loyalty also differen brand loyalty in Telkomsel. The number of respondents involved in the research was 100 respondents, the method used is non-probability sampling, with the sampling technique was purposive sampling. The data was collected by questionnaire spread. Methods of data analysis was performed by multiple linear regression and Independent Samples T Test (Two Samples No relation test) using SPSS version 17 software. The results showed that the brand characteristics, company characteristics, and customer-brand characteristics influence brand loyalty so that simultaneously or partially. The customer-brand characteristics is variable the biggest influence to brand loyalty. Interesting finding after allowing different test is no difference in brand loyalty. For the company telkomsel must improve the quality of brands firstly at brand characteristics, company characteristics, customer-brand characteristics, so that the customer have a high loyalty to maintain Telkomsel products are used then keep it to be the first choice in communication.