The Influence of Brand Image and Brand Credibility on Brand Loyalty

Bambang Widjajanta (), Puspo Dewi Dirgantari and R. N. Artanti
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Bambang Widjajanta: Universitas Pendidikan Indonesia
Puspo Dewi Dirgantari: Universitas Pendidikan Indonesia
R. N. Artanti: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 569-580 from Springer

Abstract: 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.

Keywords: Brand image; brand credibility; brand loyalty (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_67

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DOI: 10.2991/978-94-6463-817-2_67

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