The Effects of Brands Community and Brand Trust on Brand Loyalty

Abstract

Indonesia is a potential market for two wheel motorcycle riders especially Harley Davidson. Harley Davidson brand has gained the trust of consumers in Indonesia because there is a pride to drive the motor. HD brand trust towards the motor is likely to give effects on brand loyalty. The purpose of this study aims to test the effects of brand community on brand loyalty in the Republic of Harley, to test the effect of brand trust on brand loyalty in the Republic of Harley, and to examine the effects of brand communities and brand trust on brand loyalty. Using a quantitative research method, this study involved as many as 45 riders from 3 motorcycle clubs in Surabaya as research samples. This study found that brand community does not have effects on brand loyalty in HD bikers partially, brand trust partially have significant effects on brand loyalty in HD bikers, and brand communities and brand trust simultaneously have effects on brand loyalty of HD motorists.