Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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

Authors
Agus Rahayu1, *, Riftianingsih Riftianingsih1, Puspo Dewi Dirgantari1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: agusrahayu@upi.edu
Corresponding Author
Agus Rahayu
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_147How to use a DOI?
Keywords
Brand Image; Brand Loyalty; Brand Trust
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.

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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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
978-94-6463-443-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_147How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Agus Rahayu
AU  - Riftianingsih Riftianingsih
AU  - Puspo Dewi Dirgantari
PY  - 2024
DA  - 2024/06/26
TI  - The Influence of Brand Image And Brand Trust on Brand Loyalty Survey on Lazadaclub Members
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 1167
EP  - 1189
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_147
DO  - 10.2991/978-94-6463-443-3_147
ID  - Rahayu2024
ER  -