PENGARUH CITRA MEREK, KEPERCAYAAN DAN HARGA TERHADAP LOYALITAS PELANGGAN (STUDI PADA PELANGGAN PRODUK TEH PUCUK HARUM DI KEBAYORAN LAMA JAKARTA SELATAN)

Abstract

The purpose of this study ains to determine the effect of Brand Image, Trust and Price on Costumer Loyalty. The sample used was 100 respondens with a sampling methode using Non Probability Sampling with Accidental Technique. The data collection technique was trough a questionnaire with a Likert Scale. The results of respondents’ answers to the questionnaire given were then processed using SPSS version 26. The result of this research show that the trust variabel has a significant effect on customer loyalty, while the brand image and price variabels don’t have significant effect on customer loyalty.