PENGARUH PERSEPSI KUALITAS, BRAND IDENTITY, DAN BRAND TRUST TERHADAP LOYALITAS MEREK PADA PENGGUNA SMARTPHONE OPPO DI PONOROGO

This study aims to determine how the influence of perceived quality, brand identity and brand trust on brand loyalty of Oppo smartphone users in Ponorogo whose research was conducted at one of the outlets in Ponorogo, namely Imago Home, Jl. Sultan Agung No. 53, Bangunsari. Oppo Smartphone is a product launched by OPPO Electronic Corp., Ltd. which is engaged in electronics that needs to pay attention to consumer behavior to know loyalty. This research is a quantitative study with a Likert scale as a measure of attitudes, opinions, and perceptions of individuals or groups towards social phenomena. The data collection technique is the questionnaire method. For testing the instrument using validity and reliability tests. The data analysis technique used multiple linear regression.

Keywords :Marketing Mix, Perceived Quality, Brand Identity, Brand Trust, Brand Loyalty