Influence of Brand Trust, Positive Word of Mouth, and Purchase Intention on Brand Loyalty of McDonald's

Brand loyalty reflects customer loyalty to a particular brand. concept of loyalty is an important issue in marketing and marketing strategy. Concept of loyalty is an important issue in marketing and marketing strategy. Brand loyalty is related to brand trust and customer satisfaction, a loyal customer base is compatitive advantage for a brand. The purpose of this study is to determine the relationship between the factors and brand loyalty. Specifically this study aimed to investigate the effect of brand trust, posittive word of mouth, and purchase intention that effect consumer to make repeat purchase. As for methodology, The proposal is intended to donduct the study in South Jakarta. The propose sample is 461 citizen from South Jakarta City using survey instruments. The collected data has been analysed using SPSS. This study has conducted descriptive analysis, test of normality, reliability abalysis, regression analysis, and hypothesis test. Bases on the analysis that has been done, brand trust, positive word of mouth, and purchase intention all have influences on make strategy to maintaining customer and making repeat purchase among South Jakarta citizen. This research also includes a discussion of the study, limitations, recommendations and conclusion.