摘要：Keywords: Trust In a Brand, Consumer Satisfaction, Brand Loyalty.ABSTRACTIn the competitive world of business conditions more stringent, both companies engaged inindustrial or service should be able to survive and thrive. One important thing that needs to bedone and considered by every company is to maintain customer loyalty. Customer loyalty tobrands is an important concept that must be maintained, especially when companies increasinglycompetitive business world. With the existence of customer loyalty to the brand, the companycan survive.Data used in this study are primary data obtained from 100 respondents to a questionnaire whichtested the validity and reliability. The sampling technique used was simple random sampling.Analysis tools used in this study were multiple linear regression analysis.Results showed that trust in a brand (brand characteristic, company characteristics andconsumer-brand characteristic) and consumer satisfaction (attributes related to product, attributesrelated to service and attributes related to purchase) jointly effect on brand loyalty. Partiallyvariable consumer-brand characteristic and attributes related to service the effect on brandloyalty. Consumer-brand characteristic was most dominant influence on brand loyalty.
