The Effect of Brand Image on Shopee^s Customer Loyalty
Intan Permana (a), Billy Reza Wahyudin (b*), Nizar Alam Hamdani (c), Didit Supriyadi (d)

a) Fakultas Kewirausahaan, Universitas Garut
Jalan Terusan Pahlawan, Kab.Garut, Indonesia
b) Fakultas Kewirausahaan, Universitas Garut
Jalan Terusan Pahlawan, Kab.Garut, Indonesia
*24081120006[at]fkwu.uniga.ac.id
c) Fakultas Ekonomi, Universitas Garut
Jalan Raya Samarang, Kab.Garut, Indonesia
d) Fakultas Ekonomi, Universitas Singaperbangsa Karawang
Jl. HS. Ronggowaluyo, Kab.Karawang, Indonesia

Abstract

This research was conducted to determine whether there is a relationship between brand image and customer loyalty to Shopee platform services. Researchers used a causal research design on 58 respondents who were Shopee platform users. The data analysis technique is a simple linear regression with the SPSS version 26. Brand Image has a significant effect on customer loyalty. This shows that the stronger the influence of the brand image, the more customer loyalty will increase. This research is a development in the form of applied theory. This research also provides information about a linear relationship between brand image and customer loyalty. The author hopes for further research in order to further develop the research.

Keywords: Brand Image- Customer Loyalty

Topic: Marketing Management