This study aims to determine the effect of social factors and brand image
on loyalty through brand trust as an intervening variable Study on Elzatta Hijab
customers in the Purwokerto region. This type of research is quantitative
research. Sampling in this study used a purposive sampling method with a total
sample of 110 people. Data analysis techniques used were validity test, reliability
test, classic assumption test, multiple linear regression analysis test, coefficient of
determination test, F-test, t-test and sobel test. Based on the results of the study
showed that social factors, brand image significantly influence brand trust in
Elzatta hijab customers in Purwokerto. Social factors, brand image and trust
significantly influence customer loyalty in Elzatta hijab in Purwokerto. Social
factors have a significant effect on Elzatta hijab customer loyalty in Purwokerto
through brand trust as an intervening variable. Brand image has a significant
effect on Elzatta hijab customer loyalty in Purwokerto through brand trust as an
intervening variable.