PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY: Survei pada member LazadaClub

Riftianingsih, - (2023) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY: Survei pada member LazadaClub. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

This study aims to obtain an overview and influence of brand image and brand trust on brand loyalty in Lazadaclub members. The type of research used is descriptive and verifiative with a quantitative approach. The population in this study amounted to 79.8 million with a sample of 398 respondents who were members of Lazadaclub using purposive sampling techniques. Data is processed statistically with the Structural Equation Modeling (SEM) method using the AMOS for Windows program. The findings of this study show that the image of brand image, brand trust and brand loyalty is in the good category, positively and significantly influential. The findings in this study confirm that the existence of brand image and brand trust in Lazada e-commerce can increase the level of brand loyalty.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Agus Rahayu : 5985049 Puspo Dewi Dirgantari : 5980376
Uncontrolled Keywords: Brand Image, Brand Trust, Brand Loyalty, E-commerce
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Riftianingsih
Date Deposited: 21 Aug 2023 06:13
Last Modified: 21 Aug 2023 06:13
URI: http://repository.upi.edu/id/eprint/97714

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