The Effect of Brand Awareness and Brand Image on Customer Loyalty through Brand Trust Harian Kompas Readers in East Java

Harian Kompas, which is currently known as the largest national scale newspaper in Indonesia, circulates more than 500 thousand per day and is consumed by more than 100 thousand users who subscribe every year. The results of the Indonesian Best Brand Award survey, Harian Kompas dominates the newspaper market in Indonesia with a share of 21.1 and a brand value of 34.2 . A strong brand in the newspaper business will be formed if there is public trust, because selling newspapers is selling information. Consumers can only receive this information if they believe the information sold is reliable, does not carry the interests of certain parties. Brands that have a positive image and awareness bring more trust value to their relationship with customer loyalty, based on this, the researchers are interested in conducting research on The Effect of Brand Awareness and Brand Image on Brand Trust through Customer Loyalty of Harian Kompas readers in East Java. This study uses quantitative methods. The data used in this study is primary data, obtained from respondents responses to questionnaires distributed to 100 Harian Kompas consumers in East Java. The technique used is SEM analysis with the help of the lisrel program. The results of this analysis show that Brand Awareness has a significant effect on brand trust, brand image has a significant effect on brand trust, brand trust has a significant effect on customer loyalty, and through brand trust, brand awareness has a significant effect on customer loyalty, brand image has a significant effect on customer loyalty. Theodore Markus Abadie "The Effect of Brand Awareness and Brand Image on Customer Loyalty through Brand Trust Harian Kompas Readers in East Java" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-4, August 2023, URL: https://www.ijtsrd.com/papers/ijtsrd59665.pdf Paper Url:https://www.ijtsrd.com/management/marketing/59665/the-effect-of-brand-awareness-and-brand-image-on-customer-loyalty-through-brand-trust-harian-kompas-readers-in-east-java/theodore-markus-abadie