Pengaruh Brand Competence, Brand Satisfaction, Dan Trustworthiness terhadap Brand Loyalty Pada Sepeda Motor Honda Vario Di Kota Surakarta

This study aims to determine (1) the influence of brand competence, (2) the influence of brand satisfaction, (3) the effect of trustworthiness on brand loyalty on Honda Vario 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 Honda Vario 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 brand competence, brand satisfaction, and trustworthiness can explain Brand Loyalty by 51,9% and the remaining 48,1% is explained by other variables not examined. Based on the research results obtained (1) brand competence has a positive and significant effect on brand loyalty, (2) brand satisfaction has a positive and significant effect on brand loyalty, (3) trustworthiness has a positive and significant effect on brand loyalty. Keywords: Brand Loyalty, Brand Competence, Brand Satisfaction, Trustworthines