PENGARUH KEPERCAYAAN MEREK, REPUTASI MEREK DAN HARGA TERHADAP LOYALITAS MEREK PADA PRODUK WARDAH DI PALEMBANG

This study aims to determine whether there is an influence on brand trust variables, brand reputation and price on brand loyalty in Wardah products in Palembang. In this study using theories about brand trust, brand reputation, price, and brand loyalty. This study takes a population of all female consumers who buy and use Wardah products in Palembang. The sample in this study was selected based on purposive sampling technique so that the sample used was 100 respondents. Data analysis method used is multiple regression analysis to determine whether there is an influence of brand trust variables, brand reputation, and price on brand loyalty variables in Wardah products in Palembang. The results of this study indicate that the variables of brand trust, brand reputation, price have a positive and significant effect on brand loyalty in Wardah products in Palembang. Keywords : Brand Trust, Brand Reputation, Price, Brand Loyalty