SUMMARY
This research was conducted to find out in depth the relationship of customer satisfaction which is influenced by product quality, brand image and brand trust on brand loyalty among Apple users in Indonesia. This study uses a quantitative study using the method of distributing questionnaires through Google Form with a minimum sample size of 160 respondents for 1 month collection by obtaining a sample of 420 respondents and all data processed using the structural equation model (SEM) method using the AMOS version 26 program. Based on the results data processing, the results obtained that product quality has a positive and significant effect on customer satisfaction, product quality has a positive and significant influence on brand loyalty, the effect of brand image has a positive and significant influence on customer satisfaction, brand image has a positive and significant influence on brand loyalty, brand image has a positive and significant effect on customer satisfaction, brand image has a positive and significant influence on brand loyalty, customer satisfaction is able to mediate significantly between product quality and brand loyalty, customer satisfaction is able to significantly mediate between brand image and brand loyalty, customer satisfaction is able to significantly mediate between brand trust and brand loyalty. From these results, it can be interpreted that if the customer is satisfied with the Apple merek which is influenced by the good quality of its products, a strong brand image and the customer will believe in the Apple brand, the customer will be loyal to the Apple brand.