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

Sahara Sahara () and Tengku Syarifah ()
Additional contact information
Sahara Sahara: Universitas Asahan
Tengku Syarifah: Universitas Asahan

Priviet Social Sciences Journal, 2026, vol. 6, issue 7, 673-688

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

Keywords: brand image; customer loyalty; customer satisfaction; customer trust; e-commerce; university students (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journal.privietlab.org/download.php?id=13242 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:2168

Ordering information: This journal article can be ordered from
https://journal.priv ... SJ/article/view/2168

DOI: 10.55942/pssj.v6i7.2168

Access Statistics for this article

More articles in Priviet Social Sciences Journal from Privietlab Research Center
Bibliographic data for series maintained by Mochammad Fahlevi ().