This research entitle “The Correlation Between Trust in a Brand and
Brand Loyalty at Honda Vario matic motorcycle.(A Study at the Students of
Muhammadiyah University of Purwokerto and Students of Jenderal Soedirman
University). The aim of this research is to know the influence of consumer brand
characteristic dimension (similarity between consumer self concept and brand
personality, brand liking, brand experience, brand satisfaction, and peer support)
toward trust in a brand and also has aim to find out the influence of trust in a
brand toward a brand loyalty.
This research uses survey as the research methodology and it takes place
in Muhammadiyah University of Purwokerto and Jenderal Soedirman University.
The population of this research is the students of Muhammadiyah University of
Purwokerto and students of Jenderal Soedirman University who have Honda
Vario matic motorcycle. The sample of the population is taken by using Purposive
Sampling method in which the total sample that has been taken are 150
respondent. The hypothesis testing is done at α = 0,05 by using T-test and F-test.
The result of the research shows that f test (45,809) with significance
(0,000), it means that similarity between consumer self concept and brand
personality variable, brand liking, brand experience, brand satisfaction, and peer
support have significance influence simultaneously toward trust in a brand. The
partial test where t-test similarity between consumer self concept and brand
personalit variable (1,444) with significance (0,151), brand liking variable (3,500)
with significance (0,001), brand experience variable (2,091) with significance
(0,038), brand satisfaction variable (2,346) with significance (0,020), and peer
support (3,737) with significance (0,000). Based on thus result, the brand liking
variable, brand experience, brand satisfaction, and peer support have a
significance influence partially toward trust in a brand. Whereas the similarity
between consumer self concept and brand personality variable have no
significance influence toward trust in a brand. And trust in a brand variable has a
significance influence toward brand loyalty by the result of t – test analysis
(11,973) with significance (0,000). Therefore, it is necessary for the company to
concern the variables of trust in a brand, especially that has shown in this research
which has no significance influence they are the similarity between consumer self
concept and brand personality