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All Journal Jurnal Ekonomi Manajemen dan Sosial (JEMeS)
Miftahatul Asna
Universitas Sahid Surakarta, Indonesia
Economics, Econometrics & Finance

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The Role of Entrepreneurial Branding in Enhancing Consumer Loyalty and Trust in Online Business: A Literature Review: Peran Entrepreneurial Branding Dalam Meningkatkan Loyalitas Dan Kepercayaan Konsumen Pada Bisnis Online: Studi Literatur Greysha Maretta Zahralia Aurel; Luluk Nur Aulia; Miftahatul Asna; Rusnandari Retno Cahyani
JEMeS - Jurnal Ekonomi Manajemen dan Sosial Vol. 9 No. 2 (2026): Jurnal Ekonomi Manajemen dan Sosial (JEMeS)
Publisher : Universitas Bojonegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56071/jemes.v9i2.1972

Abstract

This study aims to examine the role of entrepreneurial branding in increasing consumer loyalty and trust in online business through a literature study approach. The rapid growth of online business requires business actors, particularly entrepreneurs, to build a strong brand identity as part of their entrepreneurial strategy in order to compete and retain consumers. This study uses a qualitative method with a literature review approach, by collecting, examining, and analyzing various relevant national and international scientific articles on entrepreneurial branding, consumer trust, and consumer loyalty in the context of online business. The results show that entrepreneurial branding built through brand image consistency, authenticity, digital interaction, and electronic service quality contributes significantly to the formation of consumer trust (e-trust), which in turn drives consumer loyalty (e-loyalty) on online business platforms. This study concludes that entrepreneurial branding is an important strategy that online business actors needto continue developing in order to build long-term relationships with consumers.
Co-Authors Greysha Maretta Zahralia Aurel Luluk Nur Aulia Rusnandari Retno Cahyani