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

Agus Rahayu (), Riftianingsih Riftianingsih and Puspo Dewi Dirgantari
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Agus Rahayu: Universitas Pendidikan Indonesia
Riftianingsih Riftianingsih: Universitas Pendidikan Indonesia
Puspo Dewi Dirgantari: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 1167-1189 from Springer

Abstract: 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.

Keywords: Brand Image; Brand Loyalty; Brand Trust (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_147

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