The Effect of Brand Image on Shopee’s Customer Loyalty

DOI

10.2991/978-94-6463-234-7_86How to use a DOI?

Keywords

Brand Image; Customer Loyalty; E-Commerce

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Intan Permana
AU  - Billy Reza Wahyudin
AU  - Nizar Alam Hamdani
AU  - Didit Supriyadi
PY  - 2023
DA  - 2023/09/29
TI  - The Effect of Brand Image on Shopee’s Customer Loyalty
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 828
EP  - 836
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_86
DO  - 10.2991/978-94-6463-234-7_86
ID  - Permana2023
ER  -