Peran Brand Communication, Brand Image, dan Brand Trust dalam Membentuk Brand Loyalty Teh Botol Sosro di Kota Banda Aceh
Abstract
This study aims to analyze the roles of Brand Communication, Brand Image, and Brand Trust in shaping Brand Loyalty among consumers of Sosro products in Banda Aceh City. A quantitative approach was employed, with data collected via questionnaires from 126 consumers of Teh Botol Sosro products. The data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the aid of SPSS. The results indicate that Brand Communication has a positive and significant effect on Brand Loyalty. Furthermore, Brand Communication also has a positive and significant effect on Brand Trust. These findings suggest that effective brand communication strengthens loyalty while simultaneously building consumer trust in Sosro products. Meanwhile, Brand Image does not have a significant effect on Brand Loyalty, although it does have a positive and significant effect on Brand Trust. The results also show that Brand Trust does not significantly affect Brand Loyalty; consequently, its role as a mediating variable in the relationship of Brand Communication and Brand Image with Brand Loyalty is not strongly supported. Thus, consumer loyalty toward Sosro products in Banda Aceh City is primarily shaped directly by Brand Communication, whereas Brand Image plays a greater role in building brand trust than in directly forming loyalty.
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