PENGARUH BRAND EQUITY TERHADAP LOYALITAS PELANGGAN MELALUI BRAND TRUST PADA SMARTPHONE MEREK IPHONE

The research aims are to test the effect of Brand Equity on Customer Loyalty with Brand Trust as mediating variable. Primary data collected through a survey of 120 sample who were in malang city taken based on purposive sampling. The sample selected is the buyer and user of iPhone smartphones as much as 2 times or more. Using Path analysis indicates that Brand Equity has a positive significantly effect on Customer Loyalty; Brand Equity has a positive significantly effect on Brand Trust; Brand Trust has a positive and significantly effect on Customer Loyalty; and the last Brand Trust is able to mediate the influence of Brand Equity to Customer Loyalty