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All Journal REKA KARSA Indonesian Journal of Multidisciplinary Science JURNAL INOVASI DAN PENGABDIAN MASYARAKAT INDONESIA AbdimasMu UMTAS: Journal of Community Service Research Horizon
Nurjanah, Eva
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Research Horizon

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The Influence of Brand Image, Brand Trust, and Brand Love on Brand Loyalty Hos of Shopaholic Nurjanah, Eva; Ariani, Dorothea Wahyu
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.265

Abstract

This research aims to analyze the influence of brand image, brand trust, and brand love on brand loyalty. The subjects of this research were users of House of Shopaholic products in the Special Region of Yogyakarta. The sample in this study consisted of 150 respondents selected using purposive sampling. Data collection was carried out using a questionnaire. The analysis used in this research is multiple linear regression, and the data analysis technique employed IBM SPSS 22 software. Based on the research results, it was found that: brand image has a positive and significant effect on brand loyalty, brand trust has no effect on brand loyalty, and brand love has a positive and significant effect on brand loyalty. These findings indicate that to increase brand loyalty, companies need to pay attention to and enhance brand image and cultivate brand love among consumers.
Co-Authors A, Mushlih Kamal Achmad Faqih Arestini, Tri Ratna Ariani, Dorothea Wahyu Aulia K, Qisthi Barokah, Wawam Denny Kurniawan Dwitanta, Sucipto Erisa Weri Nydia Fathurrahman, Ariez Istia’dah, Feida Noor Laila Kornedi, Gloria Natalina Maria Magdalena Purba, Maria Magdalena Mustika, Fuji Ratna Nurazizah, Indriani Nurbayinah, Pajwah Siti Putri, Yola Amelia Rahmawati Rizkya, Annisa Berliana Sakti, Panji Nusantara Shintiarani, Livia Siagian, Esther Magdalena Sulistyowati, Reny Tutiana, Siska Zulfah, Wafa