The Influence of Brand Image and Brand Trust on Consumer Loyalty (Case Study on Consumers of PT Citilink Indonesia Branch Office Denpasar)

Abstract

This study aims to determine the effect of brand image and brand trust on consumer loyalty. This type of research is quantitative research. This research method uses multiple regression analysis. Data collection techniques using questionnaires, sampling techniques using a purposive sampling technique. The population in this study were domestic passengers of PT Citilink Indonesia Denpasar Branch Office in the last five years. The sample used the slovin formula with 100 respondents. The results showed that partially and simultaneously, the variable brand image and brand trust significantly affected consumer loyalty. The brand image formed by Citilink airline can provide a good perception to consumers and the existing efforts in building brand trust in consumers through fulfilling the needs desired by Citilink airline consumers. PT. Citilink is expected to improve its brand image further and maintain and increase the confidence of existing brands by always providing the flight services that consumers want so that consumers no longer doubt the service products that PT has produced. Citilink. Then also pay attention to consumer loyalty; for example, companies can more quickly evaluate what consumers want by providing criticism and advice services to Citilink airlines.
 Keywords: Customer Loyalty, Brand Image, Brand Trust

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“…Moreover, the influence of word of mouth, service quality, and brand image on consumer loyalty through brand trust has been explored, providing insights into the complex relationships between these factors and their implications for consumer loyalty and purchase intentions [102]. The impact of brand image on consumers' repurchase intentions in the low-cost carrier industry has been studied, offering valuable implications for low-cost carriers seeking to understand and leverage brand image in shaping consumer behaviours [103]. Additionally, the role of brand image in mediating the effect of product quality on repurchase intention has been examined, highlighting the mediating role of brand image in influencing consumers' repurchase intentions [104].…”