Faktor-Faktor Pembentuk Kepercayaan Terhadap Merek dan Pengaruhnya Terhadap Loyalitas Merek (Studi Pada Mahasiswa Universitas Gadjah Mada Pengguna Merek Aqua di Yogyakarta)

Brands are important in the consumer market. They are the interface between and the company, and consumers may develop loyalty to brands. This study proposes that trust in a brand is important and is a key faktor in the development of brand loyalty. Factors hypothesized to influence trust in a brand are brand predictability, brand liking, brand competence, brand reputation, and trust to the company. Respondent representing consumers of brand Aqua at student of Gadjah Mada University. The result of this research show that trust in a brand is positively influence to brand loyalty. Marketers should, therefore, take careful consideration of brand factors in the development of trust in a brand