Analysis of the Influence of Brand Image and Brand Trust on Purchasing Decisions through Brand Loyalty (Study on Lapis Kukus Pahlawan Bread)

Competition between the food and beverage industry, especially local souvenirs, is a challenge for every business actor to be able maintain develop his business. Repurchase decision stage where consumers form intention buy most preferred product, consumer's modify, delay or avoid strongly influenced by perceived purchase risk (Kotler Keller, 2012: 188).Brand image can influence consumer behavior in buying product. Brand has an important position behavior. Because one of decisions structure regarding brand. Trust involves person's willingness behave certain way because belief that partner will give what he hopes hope generally owned someone words, promises statements others trusted (Daryanto, 2013: 279).Brand trust one's values (Peter Olson, 136). loyalty reflects brand brands. condition have positive attitude towards brand, commitment tendency continue their purchases future.Along with development bread industry Indonesia, there are also more players so competition this market getting tougher. The tight seen from number including Sari Roti, Lauw, Sharon, BreadTalk, Holland Bakery, many Lapis Kukus Pahlawan Bread. This study aims analyze effect on purchasing through loyalty.