INVESTIGATION OF PERCEIVED QUALITY AND BRAND TRUST ANTECEDENTS AND THEIR CONSEQUENCES ON BRAND LOYALTY OF TOYOTA AVANZA VEHICLE IN EAST KALIMANTAN PROVINCE, INDONESIA

The purpose of this study was to analyze and prove the influence of brand personality, brand awareness, brand prestige, and image of the country of origin on perceived quality, brand trust, and brand loyalty of Toyota Avanza vehicles in East Kalimantan Province, Indonesia. This research is explanatory research using the crosssectional method, and the population is the customer of the Toyota Avanza. The population size is unknown, and the number of samples used is 170 respondents. The sampling technique used was the Accidental Sampling Method. The statistical analysis tool used is the SEM method through SPSS and Amos. The results of the analysis show the relationships that have a positive and significant effect are brand prestige on perceived quality, country of origin image on perceived quality, brand personality on brand trust, brand awareness on brand trust, brand awareness on brand loyalty, perceived quality on brand loyalty, and brand trust on brand loyalty. The relationships that have a negative and significant effect are brand prestige on brand trust and country of origin image on brand loyalty. The relationships that have a positive and insignificant effect are brand awareness on perceived quality, country of origin image on brand trust, and brand prestige on brand loyalty. Meanwhile, the relationships with a negative and insignificant effect are brand personality on perceived quality and brand personality on brand loyalty