Kontribusi Involvement Dan Trust In A Brand

ABSTRACT Customer loyalty is the most valuable asset for the company. Many researchs found that customer loyalty had a positive effect on company\u27s profitability. The purpose of this research is to investigate involvement and trust in a brand (as cognitive and conative antecedent of loyalty) contribution to building loyalty. The object of this research is facial whitening product, and the subjects are women. Survey has been done in two central locations in Yogyakarta. This research found that involvement and trust in a brand has a positive effect on relative attitude as attitudinal dimension of loyalty, relative attitude has a positive effect on repeat patronage as behavioral dimension of loyalty. This research also found a strong support about relative attitude\u27s role as a mediator of involvement-repeat` patronage relationships and trust in a brand-repeat patronage relationships. Therefore, involvement and trust in a brand are mediated by relative attitude to contribute to bolding loyalty. Key words: involvement, trust in a brand, relative attitude, repeat patronag