HOW BRAND TRUST AND PERCEIVED VALUE IMPLY BRAND LOYALTY ON RICE PRODUCT

Abstract

For the rice product to achieve the sales goal through marketing, the effect of brand trust and perceived value in building brand loyalty is the most important for the company to achieve its purpose and especially to win in the market share. To create brand loyalty is to provide the best quality of the products in order to create trust of consumers to the brand that the products are worth to be consumed, as well as affordable prices and in accordance with the value of what they expect/received with the they price they have paid. This research uses descriptive research methods and causal research method. The research uses several methods in collecting the necessary data, questionnaires are distributed to sub agent. Hypothesis testing results show the value of brand trust is higher than the value of (5.137 > 1.96) and the value of the perceived value of is higher than the value of   (5,346 > 1.96) which means the value of the alternative hypothesis ( ) is accepted which means confidence in the brand trust and perceived value affects brand loyalty. While the rest is influenced by other factors. In conclusion, if consumers   have confidence in the brand trust and perceived value of the products’ itself, it helps in building loyalty of the brand in accordance with what was expected by the rice company