ABSTRACT
PT Toyota Astra Motor (TAM) has a variety of products in several segments in Indonesia. However the status of TAM as the largest wholesales holder in several GAIKINDO categories has been declining because other competitors also offer their products in the same segment. The aim of this study was to find out the effect of brand image and brand personality on brand loyalty with brand trust as a mediator in Indonesia. The subject of this research were people who have useds and will reuse PT TAM products. Data analysis in this study used smartpls 3.0 Structural Eqaution Modelling (PLS-SEM). The results of this research show that the aspect that must be improved based on the Importance and Performance Matrix Analysis is brand trust. Brand trust occurs when the company promises to provide quality products to consumers and sucessfully fulfills those promises.
