Analysis of Experience, Trust, and Brand Image on Customer Loyalty at Mie Aceh Titi Bobrok Diski Branch

Abstrak

This study aimed to examine the influence of experience, trust, and brand image on customer loyalty at Mie Aceh Titi Bobrok, Diski Branch. The population of this study consisted of 5,961 customers, with a sample size of 98 respondents determined using the Slovin formula at a 10% tolerance level. The sampling technique employed was purposive sampling. Data were collected through the distribution of questionnaires and analyzed using SPSS version 24. The study was conducted in 2025 using a quantitative approach with an associative research type. The data analysis method used was multiple linear regression. The results indicated that all three independent variables—experience, trust, and brand image had a positive and significant effect on customer loyalty, both partially and simultaneously. Among the three variables, customer experience had the most dominant influence on loyalty, as evidenced by the highest standardized beta coefficient value of 0.399. Overall, experience, trust, and brand image explained 90.3% of the variation in customer loyalty, with a very strong correlation indicated by an R value of 0.952.