IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-817-2_67.html

The Influence of Brand Image and Brand Credibility on Brand Loyalty

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia)

  • Puspo Dewi Dirgantari

    (Universitas Pendidikan Indonesia)

  • R. N. Artanti

    (Universitas Pendidikan Indonesia)

Abstract

This study aims to obtain an overview and determine the influence of brand image and credibility on brand loyalty among members of The Body Shop in Indonesia. The research utilizes descriptive and verification methods with a quantitative approach. The dependent variable in this study is brand loyalty, while the independent variables are brand image and credibility. The population in this study were members of The Body Shop in Indonesia. Sampling was conducted using an assessment or purposive sampling method with a non-probability sampling technique on 200 respondents. The analysis technique used is Structural Equation Modeling (SEM). The findings of this research indicate that brand image, credibility, and loyalty are in the high category. The results show that brand image significantly influences brand loyalty, brand credibility significantly influences brand loyalty, and both brand image and brand credibility variables significantly influence brand loyalty.

Suggested Citation

  • Bambang Widjajanta & Puspo Dewi Dirgantari & R. N. Artanti, 2025. "The Influence of Brand Image and Brand Credibility on Brand Loyalty," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 569-580, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_67
    DOI: 10.2991/978-94-6463-817-2_67
    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:978-94-6463-817-2_67. 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.