Pengaruh Brand Predictability, Brand Liking dan Trust In The Company Terhadap Brand Loyalty Pada Sepeda Motor Yamaha Nmax di Kota Surakarta

This study aims to determine (1) the influence of brand predictability, (2) the influence of brand liking and (3) the effect of trust in the company on brand loyalty on Yamaha Nmax motorcycles in the city of Surakarta. This type of research uses a quantitative approach. The population in this study was the people of Surakarta city who owned Yamaha Nmax motorbikes. Sampling carried out in this study by non probability sampling a total sample of 100 respondents. This study uses primary data sources and data collection through questionnaire distribution. Methods Analysis of the data used in this study is the validity test, reliability test, multiple linear regression analysis test, F test, t test and coefficient of determination (R2). The results of this study indicate that the predictibility brand variable, Brand Liking, and Trust In Company can explain Brand Loyalty by 60.1% and the remaining 39.9% is explained by other variables not examined. Based on the research results obtained (1) predictability brand has a positive and significant effect on brand loyalty, (2) brand liking has a positive and significant effect on brand loyalty, (3) trust in the company has a positive and significant effect on brand loyalty. Keywords: Brand Loyalty, Brand Predictability, Brand liking, Trust in the Compan