This study aims to determine how the influence of perceived quality, brand identity and brand trust on brand loyalty of Oppo smartphone users in Ponorogo whose research was conducted at one of the outlets in Ponorogo, namely Imago Home, Jl. Sultan Agung No. 53, Bangunsari. Oppo Smartphone is a product launched by OPPO Electronic Corp., Ltd. which is engaged in electronics that needs to pay attention to consumer behavior to know loyalty. This research is a quantitative study with a Likert scale as a measure of attitudes, opinions, and perceptions of individuals or groups towards social phenomena. The data collection technique is the questionnaire method. For testing the instrument using validity and reliability tests. The data analysis technique used multiple linear regression.Keywords :Marketing Mix, Perceived Quality, Brand Identity, Brand Trust, Brand LoyaltyAbstrakPenelitian ini bertujuan untuk mengetahui bagaimana pengaruh persepsi kualitas, brand identity dan brand trust terhadap loyalitas merek pengguna smartphone Oppo di Ponorogo yang penelitiannya dilakukan di salah satu outlet di Ponorogo yaitu Imago Home, Jl. Sultan Agung No. 53, Bangunsari. Smartphone Oppo merupakan produk yang diluncurkan oleh OPPO Electronic Corp, Ltd yang bergerak di bidang elektronik yang perlu memperhatikan perilaku konsumen untuk megetahui loyalitas. Penelitian ini merupakan penelitian kuantitatif dengan skala likert sebagai alat ukur sikap, pendapat, dan persepsi individu atau kelompok terhadap fenomena sosial. Teknik pengumpulan data yaitu dengan metode kuesioner. Untuk pengujian instrumen menggunakan uji validitas dan rliabilitas. Teknik analisis data menggunakan regresi linier berganda.Keywords : Bauran Pemasaran, Persepsi Kualitas, Brand Identity, Brand Trust, LoyalitasÂ
