The Influence of Brand Image, Service Quality and Trust on Shopee Consumer Loyalty

Annisa Mizani, Hicmaed Tachta Hinggo S, Rian Rahmat Ramadhan, Wan Laura Hardilawati, Ikhbal Akhmad, Fitri Ayu Nofirda

Abstract


This research aims to determine and analyze the influence of brand image, service quality and trust on shopee consumer loyalty. This research is quantitative research with a research sampling method using a purposive sampling method. The sample used was 96 respondents who had shopped at Shopee. The data source used in this research is primary data obtained directly from the results of the questionnaire which was then processed by the researcher. The data analysis method used is multiple linear regression analysis. The research results show that there is a significant influence between brand image, service quality and trust on consumer loyalty and this relationship is positive.


Keywords


Brand Image, Service Quality, Trust, Consumer Loyalty

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.469

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