ABSTRACT: This study aims to explain the role of merk trust in mediating the relationship of merk image with merk loyalty. The study was made in Denpasar city with the number of samples of 100 respondens iPhone smartphone users who have repurchases (at least 2 times of purchases) of the product. The sample is determined using non-probability sampling model, with purposive sampling technique. Data analysis technique used is path analysis and sobel test. The results showed that all hypotheses were accepted. Brand image has a positive and significant influence to merk trust, merk image has a positive and significant effect to merk loyalty, merk trust has a positive and significant influence to merk loyalty, merk trust has a positive and significant effect on mediating the relationship of merk image with merk loyalty. In the future, the company is expected to launch a maximum and innovative marketing campaign (advertisement) to raise the social class image of the iPhone users in the society and increase the level of consumer confidence in regard to the security aspect of the iPhone products.
Kata kunci: merk image, merk trust, merk loyalty
Penulis: Yolanda Rodiques, Gede Bayu Rahanatha
Kode Jurnal: jpmanajemendd180061
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