PENGARUH KEPUASAN KONSUMEN DAN KEPERCAYAAN MEREK TERHADAP KESETIAAN MEREK (Studi Kasus Pada PT. Telkomsel Di Kota Bengkulu)

Ab stra ct T The objective of this research is to know the effect of customer satisfaction and brand trust toward brand loyalty Telkomsel in the Bengkulu city. This study is a quantitative descriptive which is focus the on issues such as the current facts of a particular phenomenon by using the statistic calculations. The type of data used a primary data that is collected from questionnaires. Respondents of this study is the customer Telkomsel in Bengkulu city as many 65 people were taken with the purposive sampling technique. The methods of data analysis used are descriptive analysis by using the mean, frequency distribution table and multiple linear regression analysis. Based on the analysis, the result that the partial customer satisfaction and brand trust is positively and significantly impact on brand loyalty Telkomsel in Bengkulu city. And the simultaneously customer satisfaction and brand trust significantly effect on brand loyalty Telkomsel in Bengkulu city. This means that the more satisfied consumers on customer satisfaction and brand trust, so on brand loyalty will also be higher of Telkomsel in Bengkulu city.