Pengaruh Brand Image, Brand Trust, dan Brand Communication terhadap Brand Loyalty Client Jasa Inspeksi Batu Bara PT Tribhakti Inspektama di Indonesia
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Abstract
The objective of this study is to examine the influences of brand image, brand trust, and brand communication on the brand loyalty of PT Tribhakti Inspektama clients in Indonesia. The number of respondents sampled was 115 respondents. These respondents were sampled by using the nonprobability sampling technique. The instruments to collect the data were collected by using an online questionnaire. The Method to analyze the data was by using multiple regression analysis. The results showed that brand image, brand trust, and brand communication have positive and significant influences on the brand loyalty of the clients of PT Tribhakti Inspektama. Therefore, PT Tribhakti Inspektama needs to give particular attention to brand image, brand trust, and brand communication to create brand loyalty for the clients. This is important to improve the company’s strength to get repeat orders and reduce the company’s burden to find new clients.
Penelitian ini bertujuan untuk menguji pengaruh citra merek, kepercayaan merek, dan komunikasi merek terhadap loyalitas merek client PT Tribhakti Inspektama di Indonesia. Jumlah responden yang dijadikan sampel adalah 115 responden. Responden ini diambil sampelnya dengan menggunakan teknik nonprobability sampling. Instrumen untuk mengumpulkan data dikumpulkan dengan menggunakan kuesioner online. Metode analisis data menggunakan analisis regresi berganda. Hasil penelitian menunjukkan bahwa citra merek, kepercayaan merek, dan komunikasi merek berpengaruh positif dan signifikan terhadap loyalitas merek client PT Tribhakti Inspektama. Oleh karena itu, PT Tribhakti Inspektama perlu memberikan perhatian khusus pada citra merek, kepercayaan merek, dan komunikasi merek untuk menciptakan loyalitas merek dari client. Hal ini penting untuk meningkatkan kekuatan perusahaan untuk mendapatkan repeat order dan mengurangi beban perusahaan untuk mencari client baru.
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