| Summary: | Brand is an important element in the consumer market because brand is the
interface between consumers and the company, and consumers may develop loyalty to
the brand. This study test that trust in brand is very important and is a key element to
develop brand loyalty. Factors hypothesized to influence trust in a brand include a
number of brand characteristics, company characteristics, and consumer-brand
characteristics. This research also aims to identify the differences trust in brand and
brand loyalty in customers based on segmentation of age, socioeconomic status,
marital status, education level, and gender. Respondents of this study are the customer
of Flexi Trendy, namely brand of CDMA mobile phone service by PT.
Telekomunikasi Indonesia, Tbk. The survey is conducted to the customers of Flexi
Trendy who lives in Jabodetabek area. Sample was obtained using judgment sampling
technique to Prepaid Customers of Flexi who lives in Jabodetabek area. Data was
collected during October 2010.
These research results indicate that brand�s characteristics, brand-consumer�s
characteristics, and company characteristics together affect trust in brand with a value
of adjusted R
2
0.802. The consumer-brand characteristics have greater impact on trust
in brand with the standardized coefficient beta�s value 0.505. Other findings from this
study is that trust in brand positively affects brand loyalty with value of the
standardized coefficient beta 0.881 and adjusted R
2
0.774. Trust in brand has different
levels based in the segmentation of gender, marital status, education level, and
socioeconomic status. Meanwhile, different levels of brand loyalty also appear among
customers based on gender, marital status, and socioeconomic status with significance
value below 0.05. Therefore, PT. Telekomunikasi Indonesia, Tbk, especially Telkom
Flexi Division as a product owner must consider the characteristics of consumerbrand
to develop trust in brand among the target market.
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