THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON BRAND LOYALTY AMONG VIVO SMARTPHONE USERS IN CIREBON
Published:
2026-03-29Downloads
Abstract
This study aims to determine and analyze the influence of brand image and brand trust on brand loyalty among VIVO smartphone users in Cirebon. This research used quantitative research. The sample size was 170 respondents. The data analysis method used was multiple linear regression analysis. Based on the results of the t-test, it can be concluded that brand image has a significant effect on brand loyalty, with a calculated t-value of 9.749 > t-table 1.974 and a significant value of 0.000 <0.05. Brand trust has a significant effect on brand loyalty, with a calculated t-value of 12,350 > t-table 1.974 and a significant value of 0.000 <0.05. Based on the results of the F hypothesis test, it can be concluded that simultaneously/together, brand image and brand trust have a significant effect on brand loyalty with an F-value of 121.589 > ttable 3.05 and a significant value of 0.000 <0.05. Based on the coefficient of determination analysis, the coefficient of determination or Adjusted R-Square value was obtained at 0.588 or 58.8% brand image and brand trust have an effect on brand loyalty, while 11.2% is the influence of other variables not included in this study.
Keywords:
Brand Image Brand Trust Brand Loyalty.References
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412-426.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. India: SAGE Publications.
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Sage Publications.
Huo, Chunhui, Javaria Hameed, Mo Zhang, Ahmad Fahme Bin Mohd Ali, and Nik Alif Amri Nik Hashim. 2022. “Modeling the Impact of Corporate Social Responsibility on Sustainable Purchase Intentions: Insights into Brand Trust and Brand Loyalty.” Economic Research-Ekonomska Istrazivanja 35(1): 4710–39. doi:10.1080/1331677X.2021.2016465.
Keller, Kevin Lane. 1992. “Managing Customer-Based Brand.” 57: 1–22.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kusnandar, A. (2025). Influence brand trust, brand equity, and brand image toward Sharia bank customer loyalty. Edelweiss Applied Science and Technology, 9(3), 2664–2674.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44.
Pamikatsih, Krisna Deva Pratama Sudibyo. Tri Ratna. 2023. “Analisis Pengaruh Citra Merek , Kepuasan Merek Dan.” 8(1): 43–51.
Putri, Annisa Dieni Eka, - Indarini, and Dudi Anandya. 2019. “The Influence of Brand Communication, Brand Image, Brand Satisfaction, and Brand Trust on Brand Loyalty.” XXIV(03): 412–26. doi:10.2991/insyma-19.2019.31.
Rowles, Daniel. 2018. Digital Branding: Digital Branding A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement.
Smith, J., & Johnson, A. 2018. “The Impact of Digital Marketing Collaboration on E-Loyalty: The Mediating Role of Online Relationship Quality.” Journal of Marketing Research 5(1): 231–45.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tahir, Abdul Haseeb, Muhammad Adnan, and Zobia Saeed. 2024. “The Impact of Brand Image on Customer Satisfaction and Brand Loyalty: A Systematic Literature Review.” Heliyon 10(16): e36254. doi:10.1016/j.heliyon.2024.e36254.
Top Brand Award. (2024). Top Brand Index Fase 1 2024: Kategori Smartphone. Diakses dari https://www.topbrand-award.com
Tyrväinen, Olli. 2023. “Understanding the Role of Social Media Content in Brand Loyalty : A Meta-Analysis of User-Generated Content Versus Firm-Generated Content.” 58(4): 400–413. doi:10.1177/10949968231157281.
Uzir, Md Uzir Hossain, Zakari Bukari, Siti Norida Wahab, Ishraq Jerin, Tareq Rasul, and Mohammad Bin Amin. 2025. “Investigation of Customer Satisfaction, Brand Trust and Brand Loyalty in Electronics Home Appliances: CB-SEM Approach.” Social Sciences and Humanities Open 12(January): 101943. doi:10.1016/j.ssaho.2025.101943.
Varian Jastine 2020. “PENGARUH DARI BRAND TRUST, BRAND IMAGE DAN REPUTATION TERHADAP BRAND LOYALTY KOPI LOKAL DI JAKARTA”: 459–63.
Wang, Fa, Yujue Wang, Yuan Han, and Joung Hyung. 2024. “Heliyon Optimizing Brand Loyalty through User-Centric Product Package Design : A Study of User Experience in Dairy Industry.” Heliyon 10(3): e25484. doi:10.1016/j.heliyon.2024.e25484.
Watson, Anna, Rozenn Perrigot, and Olufunmilola Dada. 2024. “The Effects of Green Brand Image on Brand Loyalty: The Case of Mainstream Fast Food Brands.” Business Strategy and the Environment 33(2): 806–19. doi:10.1002/bse.3523.
Wirawan, N. 2017. Cara Mudah Memahami STATISTIKA EKONOMI Dan BISNIS (STATISTIKA DESKRIPTIF) Edisi Keempat. Keraras Emas. https://books.google.co.id/books?id=Gj_ZzwEACAAJ.
License
Copyright (c) 2026 M. Sarudin, Muhammad Santoso, Soesanty Maulany
This work is licensed under a Creative Commons Attribution 4.0 International License.
