THE RELATIONSHIP OF BRAND COMMUNICATION, BRAND IMAGE, AND BRAND TRUST TO BRAND LOYALTY OF SAMSUNG CELLULAR PHONE PRODUCT

Abstract

Each people have a trust to the product that they use for daily activity, such as a cellular phone which almost all people are using this product for communicating tool to each other. But not just only for communication purpose, each cellular phone is used by the user for entertaining purpose. Talking about cellular phone, Samsung is one of the most cellular phones that famous in Indonesia, we can see this product everywhere, and many people are using Samsung product, starting from the cheapest one to the most expensive prices, and its users from school age to workers level. As a product, Samsung is one of the famous brands which successful to attract its users and any potential user to use the product. The level of people trust to this product is higher than other products. The trust itself is not coming too easy, Samsung has to convince the customers or potential customers of what benefit that they will get by using Samsung product, and also the fixed product reputation will be able to attract customers’ attention. This research aims to find out the relationship of brand communication, brand image, and brand trust that influences brand loyalty. This research itself is using a statistical the modeling structural equations. The sampling method that applied by the researcher is a random sampling to 130 users (students, workers) of Samsung cellular phone (any types, and prices) in Jakarta, Surabaya, and Tangerang City. The results showed that brand communication influences brand image, brand communication influences brand trust, brand image has an effect on brand trust, and brand trust has an influence on brand loyalty of the Samsung customers