The International Journal of Business Review (The Jobs Review)
Vol 6, No 1 (2023): The International Journal of Business Review. June 2023

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 (Unknown)
Rubiyanti, Nurafni (Unknown)

Article Info

Publish Date
07 Jul 2023

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

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Journal Info
The International Journal of Business Review (The Jobs Review)
Website

Abbrev

thejobsreview

Publisher

Universitas Pendidikan Indonesia

Subject

Economics, Econometrics & Finance

Description

The aim of this The International Journal of Business Review (The Jobs Review)is to promote a principled approach to research on Management Office, Accounting, Sharia Accounting and Accounting Education, Economics, Islam Economics and Economic Education related concerns by encouraging inquiry into ...