Pengaruh Brand Image, Brand Trust dan Brand Satisfcation Terhadap Brand Loyalty Pengguna Marketplace Tokopedia

Authors

  • Ratih Pramudita Universitas Muhammadiyah Ponorogo
  • Siti Chamidah Universitas Muhammadiyah Ponorogo
  • Dwi Warni Wahyuningsih Universitas Muhammadiyah Ponorogo

DOI:

https://doi.org/10.24269/iso.v6i2.1243

Abstract

Keberadaan konsumen dengan loyalitas tinggi sangat diperlukan dan untuk meningkatkan loyalitas pada merek dapat diwujudkan melalui melalui brand image, brand trust dan brand satisfaction. Penelitian ini dilakukan untuk mengetahui pengaruh brand image, brand trust dan brand satisfaction terhadap brand loyalty pada pengguna marketplace Tokopedia di Ponorogo. Penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada pengguna Tokopedia di Ponorogo. Hasil penelitian ini menunjukkan bahwa brand image tidak berpengaruh signifikan terhadap brand loyalty, dan brand trust, brand satisfaction berpengaruh signifikan terhadap brand loyalty pengguna marketplace Tokopedia di Ponorogo.

Kata Kunci : Brand Image, Brand Trust, Brand Satisfcation, dan Brand Loyalty

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Published

2022-11-01

Issue

Vol. 6 No. 2 (2022): Oktober

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