PENGARUH BRAND TRUST, BRAND SATISFACTION TERHADAP BRAND LOYALTY PADA SARUNG WADIMOR (STUDI PADA SANTRI PONDOK KRAMAT PASURUAN)
Abstract
The purpose of this study is to determine the effect of brand trust and brand satisfaction on brand loyalty, both partially and simultaneously. The population of the study consists of 60 students (santri) from the Kramat Islamic Boarding School (Pondok Pesantren Kramat) in Kramat Village, Kraton Sub-district, Pasuruan Regency. The sample was determined using a saturated sampling technique, meaning the sample size is equal to the population size. The sampling technique used was purposive sampling. Data was collected by distributing questionnaires using a Likert scale (1–5). The respondents' answers were tested for validity and reliability, in addition to classical assumption tests, hypothesis testing, and linear regression analysis. The results of the study indicate that: (1) brand trust has a significant effect on brand loyalty; (2) brand satisfaction does not have a significant effect on brand loyalty; and (3) brand trust and brand satisfaction simultaneously have a significant effect on brand loyalty.
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