TA DIGITAL
The Influence Of Trust In A Brand Tow Ard Brand Loyality Of Saving Users Of PT Bank X Branch Of Y
The number of brands of bank`s product on the market which resulted in a variety of innovations and a variety of factors that cause consumers in determining the choice of a product, the influence of consumer confidence in the brand customers can be loyal to the brand. Therefore, the author takes the title of The Influence of Trust in a Brand toward Brand Loyalty of saving Users of PT Bank X Branch of Y.
This study aims to determining the influence of the trust variable in a brand that consists of brand characteristic, company characteristic, and consumer brand characteristic toward variable of brand loyalty. Total of respondents are as many as 50 people are taken by using purposive sampling technique that is for users who have already used the saving products for three months or more. The method used in this study is multiple regression.
The result shows that simultaneous variable of trust in a brand has significant effect to brand loyalty. The effect of trust in a brand toward brand loyalty is 0.034 with significancy level of 0.000. While partially, the effects of trust in a brand are as follow: First, the brand characteristic with beta coefficient of 0.034 with significancy level of 0.869 means that brand characteristic does not have significant effect to brand loyalty. Second, company characteristic with beta coefficient of 0.345 with a significancy level of 0.240 means that company characteristic does not have significant effect to brand loyalty. Third, consumer- brand characteristic with beta coefficient of 1.050 and with significant level of 0.007 means that consumer- brand characteristic has significant effect to brand loyalty. Therefore only the variable of consumer- brand characteristic which has significant effect toward brand loyalty.
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Ilmu-ilmu Sosial 
Bahasa 
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Kesenian, Hiburan, dan Olahraga 
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Geografi dan Sejarah