Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal The International Journal of Business Review (The Jobs Review)
Herra Azzahro, Dhyvha
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Image and Electronic Word of Mouth on Customer Loyalty in Shopee Application Users and Gender as Moderator Variables Herra Azzahro, Dhyvha; Rubiyanti, Nurafni
The International Journal of Business Review (The Jobs Review) Vol 6, No 1 (2023): The International Journal of Business Review. June 2023
Publisher : Fakultas Pendidikan Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/tjr.v6i1.55812

Abstract

:This study aims to determine the effect of brand image and electronic word of mouth on customer loyalty in Shopee application users and gender as a moderating variable. The approach used is descriptive quantitative research with SMARTPLS 4.0 analysis. Shopee application users are the study population. The sampling method is non-probability sampling of 211 respondents from purposive sampling. The results showed that brand image and electronic word of mouth had a significant positive effect on customer loyalty using Shopee. Gender moderates brand image positively and not significantly, but gender moderates electronic word of mouth positively and insignificantly
Co-Authors R. Nurafni Rubiyanti