Pengaruh Persepsi Kualitas Terhadap Loyalitas Merek Melalui Citra Merek dan Kepercayaan Merek Pada Pengguna Smartphone Iphone

The purpose of this study is to analysis how the effect of perceived quality on brand loyalty through brand image and brand trust on iphone smartphone users. Data collection techniques used questionnaires with a number of 130 valid responses collected. The population used in this study is he people of Surabaya & Sidoarjo. The data analysis technique used is the Structural Equation Modeling with the Partial Least Square and the WarpPLS 6.0 program tool. The analysis result show that Perceived Quality has a positive significant effect on Brand Image and Brand Trust, Brand Image has a significant positive effect on Brand Loyalty, Brand Trust has a significant positive effect on Brand Loyalty, Perceived Quality have a significant positive effect on Brand Loyalty by using Brand Image mediation, Perceived Quality have a significant positive effect on Brand Loyalty mediated on Brand Trus