| The purpose of this research is to determine the effect of brand trust and brand affect towards brand loyalty of AHA from PT Bakrie Connectivity. Data used for this research is a primary data compiled using questionnaire with seven-point Likert scale. The research population is all AHA customers in Jakarta. Data analysis used for this research is the multiple linear regression using SPSS software. The research findings show that brand trust has an effect on brand loyalty, and brand affect has no effect on brand loyalty. Brand trust and brand affect simultaneously have an effect on brand loyalty. |