ANTECEDENT TRUST IN A BRAND SEBAGAI PENDORONG BRAND LOYALTY

Abstract

Brands are important in the consumer market. They are the interface between consumers and the company, and consumers may develop loyalty to brands. This paper proposes that trust in a brand is important and it is a key factor in the development of brand loyalty. There are three factors which influence trust  in brand  namely,  a number of  brand  characteristics,  company characteristics, and consumer brand characteristics. The result of the study shows that the three factors are relatively more important in their effects on a consumer’s trust in a brand, and trust in brand is related to brand loyalty. Marketers should, therefore, take into   consideration brand factors in the development of trust in a brand.