Analisis Hubungan Antara Customer Trust, Brand Attachment, Brand Loyalty, Dan Community Loyalty Pada Lazada Di Sidoarjo
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Pratama, Ryan Waskito
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-07-10 03:07:19
Abstract :
This research was conducted to determine the relationship between customer trust, brand attachment, brand loyalty, and community loyalty to Lazada in Sidoarjo. The variables in this study are grouped into three, namely the independent variables on customer trust and brand attachment, the intervening variables on brand loyalty and the dependent variable on community loyalty. In this study using descriptive analysis method by distributing questionnaires to Lazada customers in Sidoarjo and statistical analysis processed with Smart-PLS 4.0 software. The samples taken in this study were 125 Lazada consumers in Sidoarjo. The sampling technique used purposive sampling. The results of this study state that customer trust has a significant effect on brand loyalty, so that customer trust is an important factor in increasing brand loyalty. Both brand attachments have a significant effect on brand loyalty, where brand attachment will affect brand loyalty. The three brand loyalty have a significant effect on community loyalty
This research was conducted to determine the relationship between customer trust, brand attachment, brand loyalty, and community loyalty to Lazada in Sidoarjo. The variables in this study are grouped into three, namely the independent variables on customer trust and brand attachment, the intervening variables on brand loyalty and the dependent variable on community loyalty. In this study using descriptive analysis method by distributing questionnaires to Lazada customers in Sidoarjo and statistical analysis processed with Smart-PLS 4.0 software. The samples taken in this study were 125 Lazada consumers in Sidoarjo. The sampling technique used purposive sampling. The results of this study state that customer trust has a significant effect on brand loyalty, so that customer trust is an important factor in increasing brand loyalty. Both brand attachments have a significant effect on brand loyalty, where brand attachment will affect brand loyalty. The three brand loyalty have a significant effect on community loyalty
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