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The Effect of Brand Image on Shopee’s Customer Loyalty

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Intan Permana

    (Universitas Garut, Faculty of Entrepreneurship)

  • Billy Reza Wahyudin

    (Universitas Garut, Faculty of Entrepreneurship)

  • Nizar Alam Hamdani

    (Universitas Garut, Faculty of Economics)

  • Didit Supriyadi

    (Universitas Singaperbangsa Karawang, Faculty of Economics)

Abstract

This era has entered digitalization, and many services are digital, for example, digital shopping. The service provider is commonly referred to as e-commerce. Many Indonesian digital shoppers use Shopee, the largest e-commerce with a good brand image and many loyal users. Based on the applied theory, this research described that e-commerce’s customer loyalty was affected by brand image. As causal research, the authors survey 58 Shopee users as respondents. The data analysis technique is a simple linear regression used SPSS version 26 to find a relation or effect between variables. This research describes that brand image significantly impacts e-commerce customer loyalty.

Suggested Citation

  • Intan Permana & Billy Reza Wahyudin & Nizar Alam Hamdani & Didit Supriyadi, 2024. "The Effect of Brand Image on Shopee’s Customer Loyalty," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 828-836, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_86
    DOI: 10.2991/978-94-6463-234-7_86
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