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Brand image, trust, satisfaction, and loyalty among Shopee-using economics students in North Sumatra

Author

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  • Sahara Sahara

    (Universitas Asahan)

  • Tengku Syarifah

    (Universitas Asahan)

Abstract

Customer-based brand equity theory treats a strong brand image as a dependable driver of loyalty, and marketplace platforms invest accordingly. This study tests that premise where its assumptions may not hold: Indonesian e-commerce, where consumers hold several marketplace applications at once and reallocate each transaction at near-zero switching cost. Survey data were collected from 96 Shopee-using students of the Faculty of Economics, Universitas Asahan, North Sumatra, sampled accidentally, with size set by the Lemeshow formula for an unknown population. Ordinary least squares regression of summed five-point Likert scales showed that brand image, trust, and customer satisfaction jointly explained a large share of loyalty variance, F (3, 92) = 44.436, p

Suggested Citation

  • Sahara Sahara & Tengku Syarifah, 2026. "Brand image, trust, satisfaction, and loyalty among Shopee-using economics students in North Sumatra," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(7), pages 673-688, July.
    • Handle: RePEc:prv:pssjpv:2168
    DOI: 10.55942/pssj.v6i7.2168
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