Brand loyalty and brand equity for Werdhi Sedana Regional Credit Bank Company, Gianyar Regency

This study aims to examine and analyze the variables brand image, brand trust, brand loyalty and brand equity. This research was conducted at the Werdhi Sedana People’s Credit Bank Regional Company, Gianyar Regency. The research population was all customers of the Werdhi Sedana People Credit Bank Regional Company Saving and Deposits, Gianyar Regency, totaling 14,862 customers the sample used was 99 customers with the proportionate sampling method. All data obtained from distributing questionnaires is suitable for use, than analyzed using a structural equation model based on analysis of variance known as Partial Least Square (PLS) . The result showed that brand image has a negative and insignificant effect on brand loyalty .