PENGARUH BRAND COMMUNICATION DAN SERVICE QUALITY DALAM MEMBANGUN BRAND TRUST DAN BRAND LOYALTY PENGGUNA OPERATOR SELULAR GSM PT. TELKOMSEL DI SURABAYA

Abstract

PT Telkomsel is a market leader in this industry that has many competitors. With the increasing number of existing competitors, in this research will be observed that how Telkomsel as a market leader can defend its existing customer with building and maintaining the brand loyalty from that customers. The purpose of this study was to test the model of previous studied that performed by Zehir et al (2011). The research method used in this study is a quantitative method which the population is a Telkomsel’s customer that live in Surabaya. From this population, taken a sample of 100 respondents and use tool SPSS 16.0. The result of this study is there are effect from brand communication and service quality to brand loyalty through brand trust. Based on the result of analysis and testing, can be conclude that all of the proposed hypotheses in this study are received. The overall implication from this study can be used as a reference in the future research, and give the contributing for university and for researcher itself. In addition, this study can also be used for practitioners, especially for Telkomsel in making decisions regarding to brand loyalty. Future studies are expected to conduct continued research that using the same model, but using a object from a different industry, so it can be obtain a broader discourse.