Pengaruh Kepercayaan Merek, Kualitas Produk, Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Handphone Samsung Di Surabaya

The study was based on a sample of Samsung Mobile users in Surabaya that the three independent variables Brand trust, product quality and customer satisfaction has a significant positive impact on customer loyalty. Brand trust is the most important in influence aspects of customer loyalty in addition to other variables on Samsung mobile users in Surabaya. brand trust can provide encouragement or positive feedback that will ultimately have a positive impact on customer loyalty as well. At a company engaged in manufacturing, means to increase customer loyalty is through the quality of a given product, create brand trust and customer satisfaction. The purpose of this study was to examine the effect of brand trust, product quality and customer satisfaction to customer loyalty. Data were collected through questionnaires from 100 Samsung customers in Surabaya with Judgemenet sampling method. Statistical analysis was used to test the conceptual framework that is using multiple regression analysis. The results showed Brand trust, product quality and customer satisfaction has a positive and significant impact on customer loyalty. Good product quality, high trust in the brand and high customer satisfaction will lead to high customer loyalty. Keywords: Brand trust, Product Quality, Customer Satisfaction, Custome