Study of Lazada in Malaysia Reveals the Impact of Social Media Marketing, Brand Trust, And Brand Loyalty on Consumers' Intention to Buy

Intan Nur Nisa (a:1:{s:5:"en_US"s:26:"Universiti Sains Malaysia1"})
Yee Huei Lok
Rosmelisa Yusof
Intan Nur Syaimaa Binti Mohd Bakri
Iskandar Aliff
Ivy Teoh Ai Wei
Pradhipta Hadyan Mahatmaputra
Dian Nanda Septi Nurawalya
Sachin
Rochana M B

Advances in Global Economics and Business Journal
Vol. 4 No. 1 (2023): Advances in Global Economics and Business Journal (AGEBJ)

Lazada Group, which was founded in 2012, is the top online shopping platform in Southeast Asia. During the Covid-19 outbreak, a lot of people have switched to electronic purchasing. Online buying is therefore anticipated to become commonplace in the post-pandemic economy. In Malaysia, Lazada seizes the chance and gains market share. This study intends to investigate if social media marketing, brand trust, and brand loyalty can affect Malaysian Lazada users' purchasing intentions. The information was gathered from 150 Lazada users who joined in the online survey through a google form. The results demonstrate social media marketing, brand trust, and brand loyalty influence Lazada users' purchasing intentions. Thus, this study focused on reference and in-intensity understanding of its correlations and a long-term relationship with its customers.