This Research wants to find if brand trust, brand affection and brand quality
influence behavioral loyalty with attitudinal loyalty as mediating variables. This
research focused Oppo Smartphone as the object of the research. To examine the total
of 111 samples, this study used Smart PLS-SEM model with bootstraping method.
The results shows that brand affection and brand trust signifficantly effect
attitudinal loyalty and behavioral loyalty. brand affection and brand trust also
signifficantly effect behavioral loyalty with attitudinal loyalty as mediating variables.
Although brand trust has signifficant effect towards attitudinal loyalty, brand trust does
not signifficantly effect behavioral loyalty.