Analysis Of The Relationship Between Brand Loyalty, Brand Trust, Satisfaction, And Brand Choice Intention In Lazada Customers In Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Afandi, Muchammad
Subject
650 - 659 MANAGEMENT & PUBLIC RELATIONS
Datestamp
2023-06-23 02:42:42
Abstract :
This study aims to examine the Effect of Brand Loyalty, Brand Trust, Satisfaction, and Brand Choice Intention on consumers in Surabaya. Based on the purpose of the study, namely using descriptive procedures using a quantitative approach. The data used in this study was by using primary data. The results showed that Brand Trust had a significant positive effect on Brand Loyalty, Satisfaction had a significant positive effect on Brand Loyalty, Brand Loyalty had a significant positive effect on Brand Choice Intention on the Lazada brand using the method used in this study was structural equation modeling with Smart-PLS 4.0 software to analyze data on 130 Lazada consumers in Surabaya from the age group of more than 19 years Based on the results Research conducted, the company is expected to be able to increase emotional attachment to consumers, by evoking memories of the brand or brand through advertising, promotions, giving gifts in the form of discounts, so that loyalty to the brand will increase. Then provide a satisfying and entertaining experience for consumers such as giving consideration of what activities must be done at a happy time by utilizing the benefits available in the features of the Brand or brand. The above statement makes the company must increase the emotional attachment felt by consumers to increase brand loyalty to the company. Keyword : Brand Loyalty, Brand Trust, Satisfaction, and Brand choice intention.
This study aims to examine the Effect of Brand Loyalty, Brand Trust, Satisfaction, and Brand Choice Intention on consumers in Surabaya. Based on the purpose of the study, namely using descriptive procedures using a quantitative approach. The data used in this study was by using primary data. The results showed that Brand Trust had a significant positive effect on Brand Loyalty, Satisfaction had a significant positive effect on Brand Loyalty, Brand Loyalty had a significant positive effect on Brand Choice Intention on the Lazada brand using the method used in this study was structural equation modeling with Smart-PLS 4.0 software to analyze data on 130 Lazada consumers in Surabaya from the age group of more than 19 years Based on the results Research conducted, the company is expected to be able to increase emotional attachment to consumers, by evoking memories of the brand or brand through advertising, promotions, giving gifts in the form of discounts, so that loyalty to the brand will increase. Then provide a satisfying and entertaining experience for consumers such as giving consideration of what activities must be done at a happy time by utilizing the benefits available in the features of the Brand or brand. The above statement makes the company must increase the emotional attachment felt by consumers to increase brand loyalty to the company. Keyword : Brand Loyalty, Brand Trust, Satisfaction, and Brand choice intention.
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