PENGARUH CITRA DAN KEPERCAYAAN TERHADAP LOYALITAS PADA E-COMMERCE SHOPEE
This research is a quantitative study that aims to determine the effect of brand image and brand trust on brand loyalty in e-commerce Shopee. The population in this study were Shopee e-commerce users in Jakarta. The sample specified in this study amounted to 100 samples where the sample was determin...
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2021-02-06.
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| 520 | |a This research is a quantitative study that aims to determine the effect of brand image and brand trust on brand loyalty in e-commerce Shopee. The population in this study were Shopee e-commerce users in Jakarta. The sample specified in this study amounted to 100 samples where the sample was determined using a non-probability sampling technique with a purposive sampling method. Data collection is done by distributing google form. The analytical tool used in this research is Partial Least Square (PLS). The results obtained indicate (1) the brand image variable has an original sample value of 0.689 with a tcount of 6.322> ttable 1.985 and a significance value of 0.000 <0.05, which means that the brand image variable has a positive and significant effect on brand loyalty or H1 is accepted (2) the brand image variable has an original sample value of 0.238 with a value of tcount 2.202> ttable 1.985 and also a significance value of 0.028 <0.05, which means that the brand trust variable has a significant positive effect on brand loyalty or H2 is accepted. | ||
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