The background of this research was the weak brand image of Micro Small and Medium Enterprise Sambal Roa, and the weak consumer confidence about the products in Manado City. In general, this research aimed to determine the effect of brand image and trust on consumer loyalty where the product value as a moderating variable. In particular, this research aimed to improve the competitiveness of sambal roa products. The variables in this research consisted of four variables in which they were brand image and trust which became the independent variables, while consumer loyalty became the dependent variable and the product value as the moderating variable. Research data collection techniques were done by distributing questionnaires to the consumers in which they were systematically arranged with some understandable answer choices. The questionnaires distribution with 125 people as sample. Then the data which had been collected were tested for their validity and reliability. Hypothesis testing used multiple regression analysis and MRA (Moderated Regression Analysis). To get the BLUES regression results (Best Linear Unbiased Estimated), the classical assumption test was previously carried out. The results showed that (1) Brand image had a positive and significant effect on loyalty and so did trust, (2) Brand image had a stronger influence on loyalty when driven by product value and trust did too.
Brand Image, Trust, Consumer Loyalty, Product Value
