PERAN KEPERCAYAAN MEREK DAN KEPUASAN DALAM MENJELASKAN LOYALITAS PADA MEREK (STUDI EMPIRIK PADA KONSUMEN LAPTOP)

This research aims at studying a part of relationship marketing that is a trust and satisfaction in a brand and its relation to the loyalty towards a brand, the objects of this research are laptop’s customer. The method used in this research is nonprobability method using convenient method with the sample of 150 respondents; from 150 respondents, there are 140 questioners are filled out correctly. The data collected are then analyzed using structural equation model (SEM) using Lisrel 8.54 program. The analysis result shows that: trusts on a brand intervened with the correlation between the satisfaction and the loyalty towards a brand. Their satisfaction does not have significant correlation towards the loyalty towards a brand. It is caused by the costumers’ expectation on the laptop have not been fulfilled by the laptop’s performance, so the costumers feel dissatisfied towards the laptop’s brand. The customer satisfaction and trust on the brands do not give significant influence towards their loyalty to a brand. Based on the information given by the respondents, it can be concluded that almost all of the laptop’s brands have about similar performance, so that the customers can easily switch from one brand to another. The brands’ satisfaction, on the other hand, has significant influence towards their trust to a brand. The higher the satisfaction the more the customers’ trust that certain laptop’s brand