Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Brand Trust, dan Brand Love terhadap Loyalitas Pelanggan pada pengguna sabun mandi Nuvo di Kabupaten Kuningan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, dan teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 150 responden yang telah menggunakan produk sabun mandi Nuvo lebih dari satu kali. Teknik analisis data yang digunakan meliputi analisis deskriptif, uji asumsi klasik, analisis regresi linear berganda, uji determinasi (R²), uji simultan (uji F), dan uji parsial (uji t). Hasil penelitian menunjukkan bahwa: 1) Brand Image, Brand Trust, dan Brand Love berpengaruh signifikan terhadap Loyalitas Pelanggan. 2) Brand Image berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. 3) Brand Trust berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. 4) Brand Love berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan.
Kata Kunci: Brand Image, Brand Trust, Brand Love, Loyalitas Pelanggan, Sabun Mandi Nuvo
This research aimed to analyze the influence of Brand Image, Brand Trust, and Brand Love on Customer Loyalty among users of Nuvo bath soap in Kuningan Regency. The study employed a quantitative approach with a survey method, and the data were collected through questionnaires distributed to 150 respondents who had used Nuvo bath soap more than once. The data analysis techniques used included descriptive analysis, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), the simultaneous test (F-test), and the partial test (t-test). The results of the study showed that: (1) Brand Image, Brand Trust, and Brand Love had a significant effect on Customer Loyalty; (2) Brand Image had a positive and significant effect on Customer Loyalty; (3) Brand Trust had a positive and significant effect on Customer Loyalty; and (4) Brand Love had a positive and significant effect on Customer Loyalty.
Keywords: Brand Image, Brand Trust, Brand Love, Customer Loyalty, Nuvo Bath Soap.