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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Putra, Dennis Mahendra
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Humanities

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The Influence of Brand Equity and Brand Trust on E-Commerce Consumer’s Loyalty (Zalora Consumer Research) Putra, Dennis Mahendra; Sin, Liem Gai
International Journal of Tourism and Hospitality in Asia Pasific Vol 3, No 3 (2020): October 2020
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (178.929 KB) | DOI: 10.32535/ijthap.v3i3.957

Abstract

This research aims to analyze the influence of brand equity and brand trust on e-commerce consumer’s loyalty. This research is also titled as hypothesis test research which undertaken test on hypothesis with Zalora’s consumer in Malang city as a source of this research. Data analysis method used multiple linear regressions with variable t and variable t. The result shows that brand equity and brand trust have an influence on Zalora’s consumer loyalty. It indicates that the increasing of brand trust followed by increasing of consumer’s loyalty.
Co-Authors Sin, Liem Gai