Pengaruh Kepercayaan Merek, Pengalaman Merek Dan Komitmen Terhadap Loyalitas Konsumen (Studi Kasus Pada Pengguna Telkomsel Di Grapari Telkomsel Margocity Depok)

Abstract

The purpose of this study to determine the magnitude of the influence of Brand Trust, Brand Experience and Commitment to Customer Loyalty. The theory used in this study refers to marketing management theory that relates to brand trust, brand experience, commitment and customer loyalty. The research method used in this research is quantitative method through questionnaire with total population of 686 pharmacies and the number of samples used as many as 100 customers, the calculation of the sample using Roscoe formula in the quote Sugiyono, techniques taken in data collection using accidental sampling. The data used are primary and secondary data with data analysis using linear regression. Based on the analysis with the help of SPSS application version 24 for windows shows that: the first partial t test results show that brand trust and experience have a positive and significant impact on customer loyalty, because t arithmetic greater than t table. Because t arithmetic is bigger than t table. And the commitment variable has a negative effect on customer loyalty. From these results can be concluded that brand trust and experience that will increase customer loyalty in GraPARI Telkomsel Margocity Depok..