THE INFLUENCE OF PERCEIVED CREDIBILITY, PERCEIVED REPUTATION AND BRAND TRUST ON BRAND LOYALTY PARTNERS P.I.C. TASPEN SERVICES IN THE WORK AREA OF PT. TASPEN (PERSERO) PEMATANG SIANTAR BRANCH OFFICE PENGARUH PERCEIVED CREDIBILITY, PERCEIVED REPUTATION DAN BRAND TRUST TERHADAP BRAND LOYALTY MITRA P.I.C. LAYANAN TASPEN PADA WILAYAH KERJA PT.TASPEN (PERSERO) KANTOR CABANG PEMATANG SIANTAR Section Articles

Abstract

This study aims to determine the effect of perceived credibility, perceived reputation and brand trust of PT Taspen (Persero) company on brand loyalty of PIC service partners of PT. TASPEN (Persero) Siantar Branch Office. The method used in this research is explanatory with a quantitative approach method. Determination of the sample in this study using purposive sampling technique which is one of the non-probability techniques in which researchers select samples with certain considerations with predetermined criteria based on research objectives, with the hope of being able to answer research problems. The number of samples in this study were 101 respondents. Data processing in this study used multiple linear regression analysis with the help of the SPSS ver.20 for windows program. The results of the study show that simultaneously perceived credibility, perceived reputation and brand trust have a significant effect on the brand loyalty of PIC service partners at PT.Taspen (Persero) Pematang Siantar Branch Office, simultaneously the variables of perceived credibility, perceived reputation and brand trust on brand loyalty PT service partners . TASPEN (Persero) Siantar Branch Office. The calculated F value is 4.492> from F table (2.70). Based on the test of the coefficient of determination in the regression calculation, it can be seen that the R square is 0.798. In this case it shows that 79.8% of the variables of perceived credibility, perceived reputation and brand trust affect the variable brand loyalty of PT service partners. Taspen (Persero), while the remaining 20.2% is influenced by other variables not included in this study.