ANTESEDEN LOYALITAS MEREK PADA PERUSAHAAN TOKOPEDIA.COM

  • Sarah Yulinar Adiputri Manajemen Universitas Udayana
  • I Made Wardana Universitas Udayana
##plugins.pubIds.doi.readerDisplayName## https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p04

Abstrak

The purpose of this study was to examine the effect of brand communication, brand image and brand trust on brand loyalty. This research was conducted on Tokopedia.com users in Badung Regency and Denpasar City. The study sample was 85 respondents. Questionnaires became a means of collecting data in this study. The data processing technique in this study is Partial Least Squares (PLS). Based on the results of data processing it is known that brand communication has a significant positive effect on brand image. Brand communication has no influence on brand trust. Brand image has a significant positive effect on brand trust. Brand trust has a significant positive effect on brand loyalty.


Keywords: brand communication, brand image, brand trust, brand loyalty.


 

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Diterbitkan
2019-09-03
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ADIPUTRI, Sarah Yulinar; WARDANA, I Made. ANTESEDEN LOYALITAS MEREK PADA PERUSAHAAN TOKOPEDIA.COM. E-Jurnal Manajemen, [S.l.], v. 8, n. 9, p. 5421 - 5441, sep. 2019. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/46683>. Tanggal Akses: 12 aug. 2025 doi: https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p04.
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Terbitan
Vol 8 No 9 (2019)
Bagian
Articles
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
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