ABSTRACT
The number of local cosmetics in Indonesia has increased the business competition. Companies need to pay attention to customers’ loyalty to brand as it is an important aspect in dealing with competition. One of them is through brand trust. The purpose of this study is to obtain a description of brand trust, brand loyalty, and the influence of brand trust on brand loyalty. The method used was an explanatory survey with 107 respondents as sample. The data was analysed by using simple linear regression analysis. The findings of this study indicated that both brand trust and brand loyalty was in quite good category. Brand trust had a positive and significant effect on brand loyalty.
