The Effect of Brand Image on Shopee’s Customer Loyalty

Intan Permana, Billy Reza Wahyudin (), Nizar Alam Hamdani and Didit Supriyadi
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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

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 828-836 from Springer

Abstract: 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.

Keywords: Brand Image; Customer Loyalty; E-Commerce (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_86

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