PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK J.CO PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

DONI ASMAN LAHAGU, The Effect of Brand Image and Brand Trust on Brand Loyalty of J.CO for the Students of the Faculty of Economics, in State University of Jakarta. This research was carried out at the Faculty of Economics, Jakarta State University, for 5 months from March to July 2019. The purpose of this study was to determine the effect of brand image and brand trust on brand loyalty of J.CO for the Students of the Faculty of Economics, in State University of Jakarta. The research method that the researchers uses is a survey method with a correlational approach, the population uses is all students of the Faculty of Economics, State University of Jakarta. The sampling technique used was 118 purposive sampling techniques. While the analysis technique of this study uses multiple linear regression. The hypothesis of this study shows that: (1) There is a positive influence of brand image on brand loyalty, this hypothesis is proven by the tcount of an advertisement of 2,320> ttable = 1,980. Thus, it can be concluded that there is a positive and significant influence of brand image on brand loyalty. (2) There is a positive and significant influence of brand trust on brand loyalty, this hypothesis is proved by the tcount of brand trust 2,499> ttable = 1,980. Thus, it can be concluded that there is a positive and significant influence of brand trust on brand loyalty. The multiple regression equation obtained is Ŷ = 22.489 + 0.195 X₁ + 0.214 X₂. The Effect of Brand Image and Brand Trust on Brand Loyalty is obtained from the coefficient of determination known R2 value of 0.117. So from the brand image and brand trust variables to explain brand loyalty simultaneously that is 11.7% while the remaining 88.3% is explained by other factors outside of this study. Keywords : Brand Loyalty, Brand Image, Brand Trust