Pengaruh Kepercayaan Merek dan Kepribadian Merek Terhadap Loyalitas Merek Es Krim Walls di Surabaya
Keywords:
brand trust, brand personality, brand loyaltyAbstract
Recently, there has been significant progress in the ice cream industry. This shows that ice cream continues to innovate and adapt to the needs of diverse consumers. Walls is a well-known ice cream product in various countries, including Indonesia. Walls presents good quality ice cream and can be consumed by toddlers to adults. Walls is also an ice cream that is safe to consume without the risk of side effects. This study was investigated to determine whether brand trust and brand personality significantly influence Walls ice cream brand loyalty. The author uses 100 respondents as a research sample. The author determines two independent variables and one dependent variable in this study. This research method is quantitative and to obtain data, questionnaires were distributed via the Google form. In addition, the data will be analyzed using multiple linear regression. The results of the analysis show that there is a positive and significant influence between brand personality and brand loyalty. This indicates that consumers' perceptions of the characteristics or brand image of Walls Ice Cream affect their level of loyalty to the brand. In addition, the results of the analysis also show that brand trust has a significant influence on brand loyalty. Consumers who trust the Walls Ice Cream brand tend to be loyal and committed customers to the brand.
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