The Effect of Brand Trust and Affection on the Attitudinal and Purchase Loyalty of Celluler Telecomunication Customers in East Kalimantan–Indonesia

Abstract

The study aims to analyse the direct influence of brand trust and affection on the loyalty to a brand of celluler telecommunication service product. The study was carried out to the customers who use Telkomsel and Telkomflexy Brands. The data were analysed by means of structural equation model (SEM). The sample data collection was carried out within a month based on the predetermined charactheristics of the population. The results of this study showed that confidence in the brand trust strongly influences purchasing loyalty, brand affection subsequent effect on the attitudinal loyalty. This finding shows that the confidence of high brand loyalty will make purchases too high when consumers tend to be hedonic and utilitarian. Affection high brand will also make higher fidelity attitude, when consumers tend to be hedonic and utilitarian, so the findings of this study can be considered for telecommunication enterprise marketing management strategy.