The Influence of Brand Personality, Brand Awareness and Brand Trust on Consumer Loyalty (Case Study on CV. Fajar Tiga Putra)

The purpose of this study was to examine the impact of brand personality, brand awareness, and brand trust on consumer loyalty at CV Fajar Tiga Putra. The goal was to establish a strong connection with their customers in order to address the growing competition. This study employs a quantitative research approach and utilizes descriptive techniques to examine the data. The research sample consisted of 100 respondents who were customers of CV Fajar Tiga Putra and had utilized the company's products or services. The data were analyzed using the Partial Least Squares (PLS) approach, which is a component of the Structural Equation Modeling (SEM) field. The research findings suggest that brand personality, brand awareness, and brand trust strongly influence consumer loyalty towards CV. Fajar Tiga Putra. Therefore, the stronger the brand personality, brand awareness, and brand trust built by CV. Fajar Tiga Putra, the greater the level of consumer loyalty towards CV. Fajar Tiga Putra's products. Furthermore, the brand's personality, level of brand recognition, and degree of brand trust have the capacity to collectively impact consumer loyalty towards CV. Fajar Tiga Putra.