Track: Business Management

Abstract

This study aims to determine the effect of brand communication on brand trust in Garuda Indonesia consumers, to determine the effect of service quality on brand trust in Garuda Indonesia consumers, to determine the effect of brand trust on brand loyalty to Garuda Indonesia consumers, to determine the effect of service quality on brand loyalty. to Garuda Indonesia customers. The research sample is consumers who have used Garuda Indonesia flight services with 205 respondents. The data analysis technique used regression analysis with SPSS and AMOS SEM. The results showed that Hypothesis 1 said that brand communication has an effect on brand trust. The C.R value obtained from data processing for the influence of brand communication variables on brand trust is 4,652 with a P value of 0,000. Hypothesis 2 states that service quality has an influence on brand trust. The C.R value obtained from data processing for the influence of service quality variables on brand trust is 11,492 with a P value of 0,000. Hypothesis 3 states that brand trust has an influence on brand loyalty. The conclusion obtained that C.R value obtained from data processing for the influence of brand trust variables on brand loyalty is 5,135 with a P value of 0,000. Hypothesis 4 states that service quality has no effect on brand loyalty. The C.R value obtained from data processing for the influence of service quality variables on brand loyalty is -0.723 with a P value of 0.470.