Dataset of Brand Image and Trust as Drivers of Brand Loyalty

In an era of globalization and advancing digitalization, the automotive industry faces intense competition, necessitating a strong focus on brand image and brand trust to secure customer loyalty. This study investigates the relationships between Brand Image, Brand Trust, and Brand Loyalty in Indonesia’s automotive industry, focusing on PT Toyota Astra Motor. Using Social Exchange Theory (SET) and Partial Least Squares Structural Equation Modeling (PLS-SEM), data from 126 respondents were analysed. Results show that Brand Trust strongly influences Brand Loyalty (β = 0.694, p = 0.000), while Brand Image affects Brand Loyalty (β = 0.276, p = 0.000), primarily through its impact on Brand Trust (β = 0.686, p = 0.000). These findings highlight that while a positive brand image attracts consumers, trust is key to sustaining loyalty. Managerially, Indonesian car manufacturers should enhance trust through product quality, transparency, and after-sales services, while strengthening brand image via CSR and digital engagement. Limitations include a cross-sectional design and a geographically limited sample (East Jakarta), affecting generalizability. Future research should expand sampling, adopt longitudinal methods, and integrate qualitative insights to explore evolving consumer-brand relationships