The Influence of Brand Identity, Brand Attachment, Brand Image, and Brand Trust on the Brand Loyalty of Shopee

Zahrul Mubarok; Totok Haryanto; Erny Rachmawati; Meydy Fauziridwan

doi:10.55927/ijbae.v4i3.76

Authors

Zahrul Mubarok Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto
Erny Rachmawati Universitas Muhammadiyah Purwokerto
Meydy Fauziridwan Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i3.76

Keywords:

Brand Identity, Brand Attachment, Brand Image, Brand Trust, Brand Loyalty

Abstract

This study is about the influence of brand identity, brand attachment, brand image, and brand trust on brand loyalty at Shopee. Using a quantitative approach with proportionate stratified random sampling, this study involved 125 respondents. Data analysis was performed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) technique to evaluate the relationship between variables. The results showed that the two independent variables, namely brand attachment and brand trust, had a positive and significant effect on brand loyalty from Shopee. Meanwhile, the brand identity and brand image variables had a positive but insignificant effect on brand loyalty. The implications of this study provide insights for users and consumers to understand the factors that can influence brand loyalty.

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