PENGARUH KEPERCAYAAN MEREK, CELEBRITY ENDORSEMENT,DAN KEPUASAN MEREK TERHADAP LOYALITAS MEREK PANTENE (SHAMPOO) DI KOTA GRESIK

Competition of a company engaged in the personal care field, especially shampoos currently's highly competitive and each manufacturer competing in providing products that fit the needs of the community, especially for consumers of Indonesian market. Consum er loyalty to the shampoo can be affected by several factors such as consumer confidence itself against the brand, celebrities used in the ad, and the satisfaction given by the brand. This study aims to determine how a brand trust, celebrity endorsements a nd brand satisfaction affects customer loyalty to the brand of Pantene (shampoo). The sample used in this study is a Pantene concumers in the town of Gresik and has a minimum 2 times repurchase of the shampoo. The samples used in this study were 120 respon dents through direct questionnaires. The results of the questionnaire were then processed using SPSS 23.0 for windows. The results of the research show that the variables of brand trust, brand satisfaction have a significantly positive effect on brand loya lty. While, celebrity endorsement variables have a positive effect but not significant on the customer loyalty of the brand. Brand trust, celebrity endorsements, and brand satisfaction simultaneously has a positive and significant effect on brand loyalty. Keyword : Brand Trust, Celebrity Endorsement, Brand Satisfaction, Brand Loyalt