THE INFLUENCE OF BRAND IMAGE AND BRAND EXPERIENCE ON CONSUMER TRUST IN IPHONE USERS IN LABUHANBATU DISTRICT

Abstract

This research aims to determine the influence of brand image and brand experience on consumer trust in users of iPhone brand products in Labuhanbatu Regency. This research uses a type of quantitative research using the distribution of questionnaires via Google Form with a minimum sample size of 100 respondents and all data is processed using descriptive statistical analysis methods using the Smartpls version 4.0 program to test the relationship between variables in a model. Based on the results of data processing, the results obtained were that the brand image variable did not have a positive and significant influence on the consumer trust variable, and the brand experience variable had a positive and significant influence on the customer trust variable. From these results, it can be interpreted that brand image cannot influence consumer satisfaction with the use of the iPhone brand by the people of Labuhanbatu, but a good and good experience will increase consumer confidence in products using the iPhone brand in Labuhanbatu Regency.