The Impact Of Customer Satisfaction And Customer Trust On Customer Brand Loyalty Among Brilink Agent Customers

Wiwit Nuri Anggraini, Ary Yunanto, Nur Choirul Afif


The level of consumer satisfaction and the level of consumer confidence has its own influence on consumer loyalty in using a product brand (brand loyalty). These two components can be regarded as basic components in management science. This directly or indirectly has an influence on consumer loyalty in using BRI products. The purpose of this study was to determine how much influence the level of consumer satisfaction and the level of consumer confidence in BRI-Link products or BRI-Link agents on brand loyalty. The study was conducted in Wangon District, Banyumas Regency to as many as 100 respondents who are active users of Bri-Link agents in Wangon District consisting of various ages and genders. The data used is primary data . The results showed that the level of satisfaction and the level of consumer confidence had a positive and significant influence On brand loyaltywith a significance value of up to 1 percent. R-Squared value up to 94 percent. Therefore, it can be concluded that the level of satisfaction and the level of customer trust are significant factors in maintaining customer loyalty to the brand.

Keywords: Satisfaction, Trust, Brand Loyalty, Bri-Link

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