PENGARUH PREDIKTABILITAS MEREK, KESUKAAN PADA MEREK, KOMPETENSI MEREK, REPUTASI MEREK, KEPERCAYAAN PADA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN
(Studi Kasus : Masyarakat Pengguna Paket Data Telkomsel di Kelurahan Simpang Selayang Medan )
Keywords:
Brand predictability, brand liking, brand competence, brand reputation, trust in company, customer loyalty, customer satisfactionAbstract
This study aims to analyze the influence of brand predictability, brand liking, brand competence, brand reputation, and trust in the company on customer loyalty, as well as their simultaneous effect on customer satisfaction. In today’s highly competitive telecommunications industry, customer loyalty has become a crucial factor for sustaining business performance. This research employs a quantitative approach using multiple linear regression analysis to examine the relationships among variables. The results indicate that brand predictability, brand liking, brand competence, brand reputation, and trust in the company each have a positive and significant effect on customer loyalty. Customers tend to remain loyal to brands that consistently deliver reliable quality, evoke emotional attachment, demonstrate competence, maintain a positive image, and uphold integrity. Furthermore, these variables simultaneously have a significant effect on customer satisfaction, which in turn strengthens long-term customer loyalty. The findings suggest that customer loyalty is shaped by a combination of cognitive, emotional, and trust-based factors toward the brand and the company. Therefore, companies are encouraged to maintain service consistency, strengthen emotional engagement, enhance brand capabilities, preserve reputation, and build customer trust to sustain competitive advantage.Warning: Invalid argument supplied for foreach() in /opt/lampp/htdocs/ojs/plugins/generic/usageStats/UsageStatsPlugin.inc.php on line 788
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