FACTORS THAT INFLUENCE CUSTOMER LOYALTY THROUGH BRAND TRUST IN BATAM FRANCHISED ICE CREAM SHOPS

Ice cream shop franchises in Indonesia, especially in Batam City, are experiencing rapid development, offering more choices to consumers. Therefore, business people must look for strategies to maintain customer loyalty levels. This research aimed to determine if customer satisfaction and service/product quality, evaluated through brand trust, impact customer loyalty to ice cream store based franchises in Batam City. This research uses quantitative research, using 230 consumer respondents who have visited ice cream shop franchises in Batam. The results shows a significant positive direct relationship between customer satisfaction, service/product quality, to customer loyalty. Furthermore, the research found that brand trust plays a crucial role in positively influencing the connection between customer satisfaction, service/product quality, and customer loyalty