KEKUATAN BRAND TRUST DAN SELF-BRAND CONNECTION TERHADAP BRAND LOYALTY PADA PRODUK FASHION SYAR’I HOUSE OF KAGE SUKABUMI

House Of KAGE moving in Muslim syar’i fashion outfit, existing at Sukabumi city aresa, any founded problem in this very company is derivation of brand loyalty. The main purpose of this research is to know the influence of brand trust and self-brand connection toward brand loyalty on syar’i fashion product of House Of KAGE Sukabumi. Assocative and descriptive method was implemented in this research. Probably sampling attempted as the main sampling technique with 115 customers of House Of KAGE Sukabumi taken as respondent. The main data collecting method is questionnire and interview. Data analysis technique than implemented in this research is double – linier regression. The results of this research is pointing that brand trust variable and self-brand connection toward brand loyalty can be seen from adjusted R square value as 0.166 point or 16.6% point. This kind of metter in ponting that brand trust variable and self-brand connection has influence as 16.6% toward the general F test with comparing Fcount 11.114 ≥ Ftabel 3.08 collected as the result of significant value of 0,000 ≤ 0,05 with the result as the hypothesis has a significant value toward brand loyalty