PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, KEPUASAN NASABAH DAN IKLAN TERHADAP LOYALITAS MEREK PRODUK TABUNGAN BANK MANDIRI DI SURABAYA

This study assessing the effect brand image, brand trust, customer satisfaction, and advertisment on brand loyalty savings products Bank Mandiriin surabaya. Sampling technique used is judgment sampling.tthe data collection method using questionnaires distributed to 100 respondents users savings Bank Mandiri in Surabaya.This study uses SPSS 16.0 for windows using multiple linear regression analysis. The independent variables used in this study are brand image,brand trust, customer satisfaction, and advertisment, while the dependent variable is brand loyalty.the result showed that independent variables simultaneously have positive significant effect on brand loyalty savings Products Bank Mandiri in Surabaya.Partially, the results showed that the brand image and brand trust were positive significant effect on brand loyalty savings products bank mandiri in Surabaya, while customer satisfaction and advertisment not significantly influence brand loyalty savings products Bank Mandiri in Surabaya. Keywords: Brand Image, Brand Trust, Customer Satisfaction, Advertisment, Brand Loyalt