Kawanua International Journal of Multicultural Studies
Vol 4 No 1 (2023)

An Analysis of Factors Affecting Brand Loyalty to E-Commerce Users Mediated by Brand Trust

Kartika Wulandari Siamanjuntak (Batam International University)
Fendy Cuandra (Batam International University)

Article Info

Publish Date
30 Jun 2023

Abstract

This study aimed to analyze the factors that influence brand loyalty, and the role of brand trust as an intervening variable in E-Commerce users. Two hundred and fifty (250) respondents participated in the sample data collection. The results of this study found that brand trust and brand image did not affect brand trust. Brand positioning, customer satisfaction, and brand awareness had a significant effect on brand trust. And, brand trust had a significant effect on brand loyalty.

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Journal Info
Kawanua International Journal of Multicultural Studies
Website

Abbrev

KIJMS

Publisher

Institut Agama Islam Negeri Manado

Subject

Religion Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

Description

Kawanua International Journal of Multicultural Studies is an international and open-access journal published by State Islamic Institute of Manado (IAIN) Manado, Indonesia. It aims to represent the multiculturalism as the vision of IAIN MANADO in 2035. The scope of this journal is international ...