The Influence of Brand Trust and Brand Image on Apple Smartphone Customer Loyalty in Tomohon City

Abstract

Communications represent one of thematter which is absolute to be conducted by every human being in this world. With interaction communication someone can whit humanity to study everything. Apart from that whit communications one can lay open every thing becoming its idea to others. Become to earn us know with that communications is true one of the very important matter in supporting human life in this world. Along with the growth of technology and the epoch, communications also expanded progressively, the communications development because of the nature of humans being wishing all amenities in every thing. From the mentioned hence emerging appliance supporter of recognized communications with the title telephone. Even till in this time the phone progressively round to telephone without cable ( cellphone )

This research was conducted to determine the effect of brand trust and brand image on the loyalty of Apple smartphone customers in Manado. This type of research is associative research. The population in this study are consumers who have purchased at least2 purchases in Tomohon City. The sample in this study were 60 respondents. The analysis technique used is multiple linear regression. The results in this study indicate that: (1) Brand trust has a positive and significant effect on customer loyalty. (2) Brand image has a positive and significant effect on customer loyalty. (3) Brand trust and Brand Image have a significant effect on Apple Smartphone Customer Loyalty.