PENGARUH SERVICE QUALITY, WORD OF MOUTH, BRAND TRUST TERHADAP BRAND LOYALTY

Abstract

The purpose of this research is to find out the influence of service quality on brand loyalty, the influence of word of mouth on brand loyalty, and the influence of brand trust on brand loyalty. This research is categorized as explanatory research. The population used is bachelor degree students (S1) of five faculties at Budi Luhur University Jakarta who are at least already on their 4^th semester. The data is gathered using questionnaire which reliability and validity are tested. The research sample uses purposive sampling with total 110 respondents. The data is analyzed using SEM-PLS. The research result is service quality influences brand loyalty, word of mouth influences brand loyalty , and brand trust influences brand loyalty.