Influence of Brand Equity and Brand Trust, on Brand Loyalty (Study at Yamalube Oil in Padang)

The purpose of this research are to analyze: (1) The effect of brand equity on brand loyalty Yamalube Oil and (2) The effect of brand trust on brand loyalty Yamalube Oil The type of this research is causative research. The population on this research is all of customers using motorcycles. The total sample of this research was 150 person which was taken by using accidental sampling due to unknown the number of population. The result of research shows that (1) Brand Equity has significant effect on brand loyalty Yamalube Oil (2) Brand Trust has significant effect on brand equity Yamalube Oil The conclusion is Brand Equity and Brand Trust have significant effect on brand loyalty. Brand Equity has higher influence on purchase intention in this research. For the future research is better to explore more about variable that can inluence purchase intention.