Jurnal Multidisiplin Madani (MUDIMA)
Vol. 3 No. 1 (2023): January, 2023

Determinant Factors Brand Loyalty of Tokopedia

Reza Yonatan Hanata (STIE Harapan Bangsa)
Hendy Tannady (Universitas Multimedia Nusantara)
Nanny Mayasari (Universitas Nusa Cendana)
Jefriyanto (Universitas Negeri Padang)
Muhamad Al Faruq Abdullah (Universitas Dian Nusantara)

Article Info

Publish Date
30 Jan 2023

Abstract

The objective of this research is to identify and analyze the effect of Brand Awareness, Brand Association and Corporate Image on Brand Loyalty using a quantitative descriptive approach. The data in this study were obtained from 156 respondents who are Tokopedia users. Data analysis used multiple linear regression and path analysis. The first stage in this study was to test the validity for each variable along with its reliability. The second stage examines the relationship between variables, namely Brand Awareness, Brand Association and Corporate Image with Brand Loyalty. The results of this study is variable Brand Awareness has an effect on Brand Loyalty, Brand Association has an effect on Brand Loyalty, Corporate Image has an effect on Tokopedia Brand Loyalty

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Journal Info
Jurnal Multidisiplin Madani (MUDIMA)
Website

Abbrev

mudima

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Journal Description Jurnal Multidisiplin Madani (MUDIMA) adalah adalah jurnal multidisiplin yang diterbitkan oleh Formosa Publisher. Jurnal Multidisiplin Madani (MUDIMA) terbit setiap bulan (monthly). Jurnal Multidisiplin Madani (MUDIMA)merupakan jurnal peer review, open access, dan ilmiah yang ...