Research Article
Brand Loyalty As a Consequence of Brand Image, Brand Satisfaction, and Brand Trust
@INPROCEEDINGS{10.4108/eai.1-8-2024.2355189, author={Salamatun Asakdiyah and Andy Passyada Salampessy and Dinda Febriyanti Magmar and Agus Mulyono}, title={Brand Loyalty As a Consequence of Brand Image, Brand Satisfaction, and Brand Trust}, proceedings={Proceedings of the 1st International Conference on Business Economics, Entrepreneurship, and Social Sciences, ICBEESS 2024, 1st August 2024, Gresik, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICBEESS}, year={2026}, month={2}, keywords={brand image brand satisfaction brand trust brand loyalty}, doi={10.4108/eai.1-8-2024.2355189} }- Salamatun Asakdiyah
Andy Passyada Salampessy
Dinda Febriyanti Magmar
Agus Mulyono
Year: 2026
Brand Loyalty As a Consequence of Brand Image, Brand Satisfaction, and Brand Trust
ICBEESS
EAI
DOI: 10.4108/eai.1-8-2024.2355189
Abstract
This study aims to determine the effect of Brand Image, Brand Satisfaction, and Brand Trust on Brand Loyalty (Case Study on Kopi Kenangan in DIY). This research is aimed at consumers of Kopi Kenangan in DIY with 130 respondents. The sample collection method uses non-probability sampling technique. The data analysis technique uses multiple linear regression tests with the help of SPSS. Based on the results of data analysis, this study obtained data based on partial significant tests that brand image has a positive and significant effect on brand loyalty because the significant value is 0.002 or smaller than 0.05. Brand satisfaction has a positive and significant effect on brand loyalty because the significant value is 0.000 or smaller than 0.05.
