摘要：Keywords: Trust In a Brand, Consumer Satisfaction, Brand Loyalty. ABSTRACT In the competitive world of business conditions more stringent, both companies engaged in industrial or service should be able to survive and thrive. One important thing that needs to be done and considered by every company is to maintain customer loyalty. Customer loyalty to brands is an important concept that must be maintained, especially when companies increasingly competitive business world. With the existence of customer loyalty to the brand, the company can survive. Data used in this study are primary data obtained from 100 respondents to a questionnaire which tested 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 and consumer-brand characteristic) and consumer satisfaction (attributes related to product, attributes related to service and attributes related to purchase) jointly effect on brand loyalty. Partially variable consumer-brand characteristic and attributes related to service the effect on brand loyalty. Consumer-brand characteristic was most dominant influence on brand loyalty.
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