Abstract

This aims of this research are, first, to analyze the relationship of service quality to the trust of customer. Second, the relationship of brand image to the trust of customer. Third the relationship of trust to the commitment of customer. The types of this research were descriptive and explanatory research and the research method survey with used convenience sampling technique. The samples in this research are consisted on 200 customers. The data collection technique is the literature study, the observation and quistionaire, while the data analysis technique is the Partial Least Square (PLS). The results of this research indicated that First that  the service quality significant influenced on the trust of customer, second the brand image significant influenced on the trust of customer, and third the trust significant influenced on the commitment of customer.

Keywords: service quality, brand image, trust and the commitment of customer