Pengaruh Brand Trust, Brand Image dan Customer Experience Terhadap Customer Loyality di Malindo Resto Kebumen

Abstract

This research aims to determine the influence of the variables brand trust, brand image and customer experience on customer loyalty at Malindo Resto Kebumen. The type of research used is quantitative research with data collection carried out using questionnaires. The sample was obtained using non-probability sampling with a sample of 100 respondents and the data was analyzed using multiple linear regression analysis using the SPSS version 25 program.
Based on the test results, it shows that brand trust partially has a significant effect on customer loyalty with a t value of 3.558 > t table of 1.984. Brand image partially has a significant effect on customer loyalty with a t value of 2.124 < t table 1.984. Together brand trust, brand image, customer experience have a significant effect on customer loyalty with a calculated F value of 121.205 > F table of 3.09. The Adjusted R Square value obtained was 0.791 or 79.1%, meaning that brand trust, brand image and customer experience had an influence on customer loyalty by 79.1%, while the remaining 20.9% was influenced or explained by other variables not included in this research. .