The Influence Of Brand Awereness , Brand Trust And Brand Experience On Brand Loyalty Of Lazada Customers In Central Bungku Sub- District Morowali District Elisa Febriyanti
Universitas Tadulako
Abstract
ABSTRACT
Elisa Febriyanti C20120350 The Influence of Brand Awareness, Brand Trust, and Brand Experience on Brand
Loyalty of Lazada Customers in Central Bungku Sub-District, Morowali District. Supervised by Syamsul Bahri
Dg. Parani.
This study aims to determine whether there is an influence of brand awareness, brand trust, and brand
experience on brand loyalty of Lazada customers in Central Bungku Sub-District, Morowali District. The
sampling method used nonprobability sampling method, namely Purposive Sampling. The number of samples in
this study was 80 respondents. Data collection used questionnaire, which was then processed using SPSS
version 26 and the results of the data analysis used were multiple linear regression analysis. The results of the
study indicate that brand awareness, brand trust, and brand experience simultaneously have a significant
influence on brand loyalty of Lazada customers in Central Bungku Sub-District, Morowali District. Then brand
awareness partially has a significant influence on brand loyalty of Lazada customers in Central Bungku Sub-
District, Morowali District, brand trust partially has a significant influence on brand loyalty of Lazada
customers in Central Bungku Sub-District, Morowali District and brand experience partially has a significant
influence on brand loyalty of Lazada customers in Central Bungku Sub-District, Morowali District. The
coefficient of determination shows an R square value of 0.887 or 88.7% and the remaining 11.3% is explained
by other variables not included in the study.
Keywords: Brand Awareness, Brand Trust, Brand Experience and Brand Loyalty
Keywords: Brand Awareness, Brand Trust, Brand Experience and Brand Loyalty
