Brand Trust for Creating Brand Loyalty in Automotive Products

Abstract

Brand trust represents the willingness of consumers to rely on a brand while facing the risks with the expectation that the brand will provide positive outcomes. Brand loyalty explains brand commitment to enhance the willingness of consumers to rebuy certain products/services. This study aims to examine and discuss the effect of brand reputation, brand competence, company reputation, brand satisfaction, perceived credibility, consumer expectation and service quality on brand loyalty with brand trust as the intervening variable, on Honda motorcycles in Solo Raya (ex-Surakarta Residency). The owners/users of Honda motorcycles in this region became the population. The questionnaire was distributed to 255 respondents during the working hour period. Furthermore, only 210 respondents filled out well and completely. While 35 respondents filled in questionnaires were incomplete and 10 respondents were damaged so the questionnaire could not be used in data analysis.The Structural Equation Modeling (SEM) was used as the analytical tool to explain the structural relationships and factorial relationships of the model simultaneously. The findings of this study indicate that all variables, i.e., brand reputation, brand competence, company reputation, brand satisfaction, perceived credibility, consumer expectation and service quality, partially have significant effect on brand trust. The results of the test show that as an intervening variable, brand trust significantly affects brand loyalty of Honda motorcycles in Solo Raya.