Factor affecting brand trust towards Samsung smartphone product in Kota Kinabalu area

Because of convenience and needs in this modem era electronic gadget industry especially smart phone have been growing in the past few year. One of the most trusted smart phone brand today is Samsung. Therefore, this research aimed to investigate the factors that affecting brand trust towards Samsung smart phone product in Kota Kinabalu area. There factors or independent variable have been chosen in this study are involvement, Satisfaction and Commitment. These three variable independent is the variable that can affected the dependent variable which is brand trust. The respondents that been selected were the respondent around Kota Kinabalu areas. This study used reliability analysis, Pearson correlation analysis, unvariate data analysis and multiple regression analysis to analyze the hypothesis. The results suggested that factors that affecting brand trust towards the Samsung smart phone product in Kota Kinabalu areas are involvement and satisfaction. This also stressed that to keep the customer trust on Samsung product in Kota Kinabalu Samsung must keep their involvement in their customer needs and the same time satisfy their customer wants. The limitation in this study is this study were only conducted in certain areas in Kota Kinabalu and the respondents that participate in this study is only 225 respondent.