THE IMPACT OF PRODUCT INVOLVEMENT, PERCEIVED QUALITY, BRAND TRUST, AND CUSTOMER SATISFACTION TOWARD BRAND LOYALTY (A CASE STUDY PG CHARM SANITARY NAPKIN IN GIANT CIBINONG)

Abstract

The purpose of this research is to investigate the relationship between independent variables, which are product involvement (X1), customer satisfaction (X2), perceived quality (X3), and brand trust (X4) toward dependent variable, brand loyalty (Y). The researcher use Charm sanitary napkin as the research object, especially among customer at Giant Cibinong. The statement of problem in this research are is there any significant impact of product involvement, customer satisfaction, perceived quality, and brand trust towards brand loyalty of Charm sanitary napkin in Giant Cibinong. In this research, the data collected through distributing 200 questionnaires to Charm sanitary napkin consumer at Giant Cibinong. After that, the researcher analyze the data with quantitative method. The quantitative method in this research including; validity and reliability test, correlation and multicollinearity test, and binomial logistic regression. The result of the validity and reliability test shows that the questionnaire is valid and reliable, therefore the questionnaire is possible to use for further research. Whereas, the result of the correlation shows that product involvement, customer satisfaction, perceived quality, and brand trust has significant correlation toward brand loyalty. This research also shows that there is no multicollinearity between all the independent variables toward the dependent variables. From the binomial logistic regression equation, the researcher finds that product involvement, customer satisfaction, perceived quality, and brand trust have partial influence toward brand loyalty and they are positive.