THE IMPACT OF BRAND IMAGE, BRAND TRUST AND CUSTOMER SATISFACTION TOWARDS BRAND LOYALTY (A CASE STUDY OF OPPO SMARTPHONE IN HENAN PROVINCE)

Abstract

Nowadays, the smartphone industry faces intensive competition since existing brands try to expand and new brands grow quickly, especially in Henan province, China. Brand loyalty becomes an important role to companies. Therefore, the researcher studies the impact of brand image, brand trust and customer satisfaction towards brand loyalty on OPPO smartphone. The population of this research is the Henan province resident who have used OPPO smartphone. The researcher chooses random sampling of quantitative research method and collects data from 160 representative respondents by spreading questionnaire. In addition, the researcher tests validity and reliability through SPSS software. The statistical test in this research is conducted by descriptive analysis, classical assumption, multiple linear regressions, coefficient of determination and T-test, F-test. The result found that brand image has partially impact on brand loyalty, brand trust has partially impact on brand loyalty, customer satisfaction has partially impact on brand loyalty, and brand trust, brand image, customer satisfaction has simultaneous impact on brand loyalty on OPPO smartphone in Henan province.