Proceedings of the 1st UPI International Conference on Sociology Education (UPI ICSE 2015)

The Impact of Brand Image, Brand Trust Towards Brand Loyalty of Indosat Telecommunication Operator Customer in Bandung

Authors
Tjahjono Djatmiko, Aldy Novianto
Corresponding Author
Tjahjono Djatmiko
Available Online April 2016.
DOI
10.2991/icse-15.2016.43How to use a DOI?
Keywords
brand image, brand loyalty, brand trust, Indosat
Abstract

The growth of telecommunications service subscribers in Indonesia until 2015 is approaching saturation and will make more tough competition. This study analyzes the effect of brand trust and the brand image toward brand loyalty of the telecommunication service customers of a company. This study tried to determine the effect of variables brand image and brand trust towards brand loyalty from telecommunication customer of PT Indosat. The descriptive quantitative research methods was implemented by involving two independent variables Brand Image (X1), and Brand Trust (X2) and one dependent variable Brand Loyalty (Y). A nonprobability purposive sampling is used as a sampling technique. The result of multiple linear regression analysis showed that the brand trust is the most influencing variable towards the brand loyalty. It means Indosat should maintain the brand trust for keeping the loyalty. Referring to the condition in which the variable brand image and brand trust resulting coefficient of determination of 68,5 %, the researcher suggest to the further research to add the other factor in such away that those factors are expected will increase the value of R square

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st UPI International Conference on Sociology Education (UPI ICSE 2015)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
April 2016
ISBN
978-94-6252-175-9
ISSN
2352-5398
DOI
10.2991/icse-15.2016.43How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Tjahjono Djatmiko
AU  - Aldy Novianto
PY  - 2016/04
DA  - 2016/04
TI  - The Impact of Brand Image, Brand Trust Towards Brand Loyalty of Indosat Telecommunication Operator Customer in Bandung
BT  - Proceedings of the 1st UPI International Conference on Sociology Education (UPI ICSE 2015)
PB  - Atlantis Press
SP  - 198
EP  - 202
SN  - 2352-5398
UR  - https://doi.org/10.2991/icse-15.2016.43
DO  - 10.2991/icse-15.2016.43
ID  - Djatmiko2016/04
ER  -