Studi ini memiliki tujuan untuk menganalisis: 1) Pengaruh positif brand image terhadap brand loyalty, 2) Pengaruh positif brand trust terhadap brand loyalty, 3) Pengaruh positif brand image terhadap brand trust, 4) Pengaruh brand trust memediasi brand image terhadap brand loyalty. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner yang dibagikan secara daring melalui Google Form dengan menerapkan filter question yang memenuhi kriteria dari target populasi. Target populasi penelitian ini ialah pengguna smartphone iPhone merek Apple yang berdomisili di DKI Jakarta, minimal berusia 18 tahun, dan telah melakukan pembelian produk smartphone iPhone merek Apple minimal dua kali dan dalam periode waktu November 2020. Jumlah sampel ditentukan sebesar 200 sampel. Teknik pengambilan sampel purposive digunakan dalam penelitian ini. Analisis data dilakukan dengan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM) menggunakan software SmartPLS. Hasil penelitian menunjukkan brand image berpengaruh positif terhadap brand loyalty. Selain itu, brand trust juga berpengaruh positif terhadap brand loyalty. Selanjutnya, brand image berpengaruh positif terhadap brand trust. Terakhir, brand trust memediasi pengaruh brand image terhadap brand loyalty. / The purpose of this study was to analyze: 1) The positive effect of brand image on brand loyalty, 2) The positive effect of brand trust on brand loyalty, 3) The positive effect of brand image on brand trust, 4) The effect of brand trust in mediating brand image on brand loyalty. Data collection was carried out using questionnaire which was distributed online via Google Form and filter questions were added in accordance to criteria of the target population. The target population of this study is Apple iPhone smartphone users in DKI Jakarta, at least 18 years of age, and had purchased the product twice and within the period of November 2020. The number of samples was determined to be 200 samples. The sampling technique used was purposive sampling. Data analysis was performed using Partial Least Square-Structural Equation Modelling (PLS-SEM) approach using SmartPLS software. The result showed that brand image had a positive effect on brand loyalty. In addition, brand trust also had a positive effect on brand loyalty. Furthermore, brand image had a positive effect on brand trust. Lastly, brand trust mediates the effect of brand image on brand loyalty.