The Impact of Brand Image, Brand Trust Towards Brand Loyalty of Indosat Telecommunication Operator Customer in Bandung
- 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/).
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 -