PENGARUH BRAND IMAGE, BRAND EXPERIENCE DAN BRAND TRUS TERHADAP BRAND LOYALITY PENGGUNA SHOPEE.COM (Studi Kasus pada Mahasiswa Institut Teknologi dan Bisnis Haji Agus Salim Bukittinggi)
DOI:
https://doi.org/10.55606/jebaku.v1i1.626Keywords:
Key word : Brand Image, Brand Experience, Brand Trus dan brand loyalityAbstract
Very high business competition in the market place application industry causes the company's success to depend on its ability to create brand loyalty. The purpose of the study was to determine the effect of brand image, brand experience and brand trus on the brand loyalty of Shopee users. The population in this study were students of the Haji Agus Salim Institute of Technology and Business Bukittinggi with a sample of 200 respondents who had used the Shopee application. The data used were primary data derived from questionnaires using a linkert scale. The multiple regression analysis method using SPSS version 25 shows that brand image and brand have a significant effect on brand loyalty, while brand experience has no effect on brand loyalty. It is suggested that companies can maintain brand image and brand trust to create brand loyalty.
Key word : Brand Image, Brand Experience, Brand Trus dan brand loyality
ABSTRAK
Persaingan bisnis yang sangat tinggi dalam industri aplikasi market place menyebabkan kesuskesan perusahaan bergantung pada kemampuannya untuk mnciptakan brand loyality. Tujuan penelitian untuk mengetahui pengaruh brand image, brand experience dan brand trus terhadap brand loyality penguna Shopee. Populasi pada penelitian ini adalah mahasiswa Institut Teknologi dan Bisnis Haji Agus Salim Bukittinggi dengan jumlah sampel 200 responden yang pernah menggunakan aplikasi Shopee. Data yang digunakan adalah data primer yang berasal dari kuesioner dengan menggunakan skala linkert. Metode analisis regresi berganda drngan SPSS versi 25 menunjukkak hasil Brand image dan brand trus memiliki pengaruh yang signifikan terhadap brand loyality sedangkan brand experience tidak memiliki pengaruh terhadap brand loyality. Disarankan agar perusahaan dapat mempertahankan brand image dan brand trust untuk menciptakan brand loyality.
Kata Kunci : Brand Image, Brand Experience, Brand Trus dan brand loyality
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