THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON BRAND LOYALTY SURVEY ON LAZADACLUB MEMBERS Agus Rahayu, Riftianingsih, & P.D. Dirgantari
Universitas Pendidikan indonesia
Abstract
This study aims to obtain an overview and influence of brand image and brand trust on brand loyalty surveys for Lazadaclub members. This research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 79,800 with a sample of 398 respondents who were Lazadaclub members using a simple random sampling technique. The data were processed statistically using the Structural Equation Modeling (SEM) method. The findings in this study found that the description of brand image, brand trust and brand loyalty were in a fairly good category. brand image and brand trust have a positive and significant effect on brand loyalty. These findings indicate that the implementation of brand image and brand trust by Lazada will encourage brand loyalty to Lazada customers who are members of Lazadaclub. Based on the research results, researchers recommend Lazada to be able to handle every complaint submitted by consumers and be able to prioritize customer interests and design several brand awareness activities to build closer relationships with customers so that customers exercise brand loyalty.
