IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-443-3_147.html

The Influence of Brand Image And Brand Trust on Brand Loyalty Survey on Lazadaclub Members

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Agus Rahayu

    (Universitas Pendidikan Indonesia)

  • Riftianingsih Riftianingsih

    (Universitas Pendidikan Indonesia)

  • Puspo Dewi Dirgantari

    (Universitas Pendidikan Indonesia)

Abstract

This study aims to obtain an overview and influence of brand image and brand trust on brand loyalty surveys for Lazadaclub members. This research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 79,800 with a sample of 398 respondents who were Lazadaclub members using a simple random sampling technique. The data were processed statistically using the Structural Equation Modeling (SEM) method. The findings in this study showed that the description of brand image, brand trust, and brand loyalty were in a fairly good category. Brand image and brand trust had a positive and significant effect on brand loyalty. These findings indicate that the implementation of brand image and brand trust by Lazada will encourage brand loyalty to Lazada customers who are members of Lazadaclub. Based on the research results, it is recommende that Lazada can handle every complaint submitted by consumers and be able to prioritize customer interests, and design several brand awareness activities to build closer relationships with customers so that customers exercise brand loyalty.

Suggested Citation

  • Agus Rahayu & Riftianingsih Riftianingsih & Puspo Dewi Dirgantari, 2024. "The Influence of Brand Image And Brand Trust on Brand Loyalty Survey on Lazadaclub Members," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 1167-1189, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_147
    DOI: 10.2991/978-94-6463-443-3_147
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-443-3_147. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.