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IJSTR >> Volume 4 - Issue 11, November 2015 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

[Full Text]



Nur Choirul Afif, Dian Utami Sutiksno, Nugroho Hardiyanto, Aldina Shiratina



Index Terms: Brand trust, brand affect, brand loyalty, English Colleges Area.



Abstract: Loyalty is one indicator of the success of marketing performance. Various studies have shown that brand loyalty increases the number of customers and sales. In addition, brand loyalty is also lowering the cost to acquire new customers. Marketing managers need to give special attention to the issue of brand loyalty, including the services of an English course.As one of the requirements to be able to compete at the global level is the mastery international language. However, Indonesian English ability is lower than ASEAN countries, such as Malaysia and Singapore. These conditions increase the number of English Courses in Indonesia rapid grow. But some people do not get the results as expected and are still looking for other colleges that are considered to have high quality with affordable prices. English village situated in Pare, Kediri. About the qualifications of teaching staff, infrastructure, and management colleges in big cities is better than the village colleges in the Pare, Kediri. Some participants still chose KampungInggris, Pare, Kediri as a place to learn English. The purpose of this research is how to analyze the important aspect to build brand loyalty. The results is the key factors to build brand loyalty is brand trust and brand brand affect. Brand trust and brand affect affected brand loyalty both simultaneously and partially. Marketing managers of English Courses in Indonesia must give more attention these aspects to increase brand loyalty.



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