Brand Loyalty as a Mediator of the Relationship between Brand Trust and Brand Performance

The purpose of this study is to test and develop a brand trust model with brand loyalty as a mediator of the relationship between brand trust and brand performance on Pond's cleansing detergent in the Faculty of Economics, Jenderal Soedirman University, Indonesia. A random sampling technique was used on 105 usable questionnaires and data was analyzed by Structural Equation Model (SEM). Statistically, the results confirmed that brand trust positively influenced on the purchase loyalty and the attitudinal loyalty. Consequently, two aspects of brand loyalty namely the purchase loyalty and the attitudinal loyalty positively influenced the brand performance