The purpose of this study was to determine the effect of brand image, brand trust,
and brand experience on brand loyalty in iPhone smartphone users studying
Unsoed, Ump, and Uin Saizu students. The selection of the sample in this study was
carried out by purposive sampling. Based on the criteria, 100 respondents were
sampled. Data analysis techniques used in this study are descriptive statistics,
instrument testing, classical assumption testing, multiple regression analysis and
hypothesis testing. The results of the analysis show that simultaneously brand
image, brand trust, and brand experience have an effect on brand loyalty. Then
partially brand image, brand trust, and brand experience have a positive effect on
brand loyalty