The Role of Brand Image and Brand Love in Building Brand Trust (Case study of the BHS Sarong Brand in East Java)

Abstract

This research was conducted, because the BHS sarong brand is one of the well-known brands and still survives today. This study aims to determine the extent of brand trust owned by customers of the BHS brand sarong, so that the BHS sarong brand continues to exist and survive in this very tight competition. This is also what makes researchers interested in researching this BHS sarong, besides that research related to sarongs in the fashion world is still rarely done. This study uses a non-probability sampling technique with purposive sampling. The sample in this study was 112 people, who are in East Java spread over several areas such as Surabaya, Malang, Gresik and Pasuruan. This study uses SEM analysis. The problem in this study is how the direct and indirect influence of brand image on brand trust through brand love. The characteristics of this research are both direct and indirect influence, brand image has a significant influence on brand love and brand trust. Likewise, brand love has a significant effect on brand trust.