Rosyana, Ayu (2024) PENGARUH BRAND IMAGE, BRAND AWARENESS, BRAND TRUST DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY PADA PELANGGAN E-COMMERCE SHOPEE DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

A. Ayu Rosyana (115210169)
B. THE INFLUENCE OF BRAND IMAGE, BRAND AWARENESS, BRAND
TRUST, AND BRAND EXPERIENCE ON BRAND LOYALTY OF SHOPEE ECOMMERCE
CUSTOMERS
IN
JAKARTA

C. Xvi, 103 pages, 19 tables, 6 picture, 8 attachments
D. Management
E. The rapid development of the times has made the era of globalization
increasingly grow, especially in the economic field. This has led to a shift in
shopping methods from conventional to online shopping. Many e-commerce
platforms have emerged since the shift in shopping methods in society. Shopee
is an e-commerce platform that has advantages over other e-commerce
platforms. This study aims to examine the influence of brand image, brand
awareness, brand trust, and brand experience on brand loyalty among Shopee
e-commerce customers in Jakarta. This research employs a quantitative
method. The study identifies Brand Image, Brand Awareness, Brand Trust, and
Brand Experience as independent variables and Brand Loyalty as the
dependent variable. The sample was determined using a non-probability
sampling technique with a purposive sampling approach. The sample consists
of 105 respondents who meet the criteria of being Shopee e-commerce
customers in Jakarta for more than three months. Data were collected using an
online questionnaire distributed through Google Forms to respondents in
Jakarta. Data analysis was conducted using SmartPLS 4.0 software with a
Structural Equation Modeling (SEM) approach. The results show that brand
awareness and brand trust positively influence brand loyalty, while brand
image and brand experience do not significantly affect brand loyalty. This
research is expected to serve as a strategic reference for Shopee e-commerce
managers to enhance brand loyalty by improving brand image, brand
awareness, brand trust, and brand experience.
F. Brand Image, Brand Awareness, Brand Trust, Brand Experience, Brand
Loyalty.
G. Reference (2009 – 2024)
H. Dra. Rodhiah, M.M.

A. Ayu Rosyana (115210169)
B. PENGARUH BRAND IMAGE, BRAND AWARENESS, BRAND TRUST
DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY PADA
PELANGGAN E-COMMERCE SHOPEE DI JAKARTA
C. Xvi, 103 halaman, 19 tabel, 6 gambar, 8 lampiran
D. Manajemen
E. Perkembangan zaman yang sangat cepat menjadikan era golabalisasi
semakin bertumbuh, utamanya yaitu dalam bidang ekonomi. Hal ini
membuat peralihan cara berbelanja dari konvensional ke belanja online.
Banyak platform e-commerce bermunculan sejak peralihan cara berbelanja
di Masyarakat. Shopee merupakan platform e-commerce yang memiliki
keunggulan dari platform e-commerce lainnya. Penelitian ini bertujuan
untuk menguji pengaruh brand image, brand awareness, brand trust, dan
brand experience terhadap brand loyalty pada pelanggan e-commerce
Shopee di Jakarta. Penelitian ini menggunakan metode kuantitatif. Pada
penelitian ini terdapat Brand Image, Brand Awareness, Brand Trust dan
Brand Experience sebagai variabel independen dan Brand Loyalty sebagai
variabel dependen. Sampel penelitian ditentukan menggunakan teknik nonprobability

sampling dengan pendekatan purposive sampling. Jumlah
sampel penelitian terdiri dari 105 responden yang memenuhi kriteria
pelanggan e-commerce shopee di Jakarta yang lebih dari 3 bulan. Data
dikumpulkan dengan menggunakan kuesioner yang dilakukan secara daring
melalui google form kepada responden di Jakarta. Analisis data dilakukan
dengan perangkat lunak SmartPLS 4.0 menggunakan pendekatan Structural
Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa brand
awareness dan brand trust memiliki pengaruh positif terhadap brand
loyalty, sementara, brand image dan brand experience tidak berpengaruh
signifikan terhadap brand loyalty. Penelitian ini diharapkan dapat menjadi
referensi strategis bagi pengelola e-commerce shopee dalam meningkatkan
brand loyalty yang dapat dilakukan dengan meningkatkan brand image,
brand awareness, brand trust dan brand experience
F. Brand Image, Brand Awareness, Brand Trust, Brand Experience, Brand
Loyalty.
G. Referensi (2009 – 2024)
H. Dra. Rodhiah, M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 10 Jun 2025 02:11
Last Modified: 10 Jun 2025 02:11
URI: https://repotest.untar.ac.id/id/eprint/46997

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