Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pengguna Iphone (Studi pada Pengguna Iphone di Kota Binjai)

Abstract

Customer loyalty is a customer's commitment and positive impression of a brand, shop, supplier or service and can be realized through consistent repeat purchases. Customer loyalty is influenced by a positive brand image and brand trust. A strong brand image creates an emotional connection, while brand trust strengthens consumer confidence in the product. Both encourage repeat purchases and build long-term loyalty in a competitive market. This study aims to analyze the influence of brand image and brand trust on iPhone user loyalty in Binjai City. This research employs a quantitative approach using a survey method. The sample consists of 100 respondents selected through non-probability sampling, with criteria including being at least 17 years old and having purchased an iPhone at least twice. Data was collected using questionnaires and analyzed using multiple linear regression. The results show that brand image significantly affects customer loyalty, with a t-value of 8.047 and a significance level of <0.001 (<0.05). Meanwhile, brand trust does not significantly affect customer loyalty, with a t-value of 2.680 and a significance level of 0.560 (>0.05). Simultaneously, brand image and brand trust have a significant effect on customer loyalty, with an F-value of 16.741 (greater than the F-table of 3.09) and a significance level of <0.000 (<0.05). The Adjusted R Square value of 0.241 indicates that the two independent variables explain 24.1% of the variation in customer loyalty, while the remaining percentage is influenced by other factors outside the research model. This study highlights the importance of a strong brand image in building customer loyalty, while brand trust requires additional strategies to have a significant impact. These findings recommend companies to continuously strengthen their brand image through product innovation and consistent communication to maintain competitive advantage in the market.