PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALITY PADA MARKETPLACE SHOPEE

Joni Hendra; Mutinda Teguh Widayanto; Nurul Hasanah; Hasyim Baihaki; Fitria Esa Sekar Palupi

Joni Hendra Universitas Panca Marga Probolinggo
Mutinda Teguh Widayanto Universitas Panca Marga Probolinggo
Nurul Hasanah Universitas Panca Marga Probolinggo
Hasyim Baihaki Universitas Panca Marga Probolinggo
Fitria Esa Sekar Palupi Universitas Panca Marga Probolinggo

Abstract

This study aims to determine the effect of Brand Image and Brand Trust on Brand Loyality on the Shopee Marketplace Site both jointly and partially and to determine the variables that influence purchasing decisions on the Shopee marketplace site. Independent variables Used in this research is Brand Image (X1), and Brand Trust (X2), while the dependent variable is Brand Loyality (Y).The research method used in this study is a quantitative research method using a sample of 110 shopee application customers. The data analysis method used in this research is the method of distributing primary data by distributing questionnaires. Data processing is done using SPSS computer software. The results showed that Brand Image had a positive but not significant effect on Brand Loyalty, (2) Brand Trust had a positive and significant effect on Brand Loyalty.