Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 10 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Produk Hand & Body Lotion Citra (Studi Pada Followers Akun Shopee Unilever Beauty Shop)

Laila Romadhoni Ayu Fitria (Unknown)
Ety Dwi Susanti (Unknown)

Article Info

Publish Date
03 Oct 2024

Abstract

This research aims to determine and analyze the influence of brand image and brand trust on brand loyalty of Citra hand & body lotion products (Study on followers of the Unilever Beauty Shop shopee account). This research uses a quantitative type of research. Variable measurement in this research uses a Likert scale. The population in this study are followers of the Unilever Beauty Shop Shopee account. The sample taken in this research was 100 people using purposive sampling technique. Data collection in this research used a questionnaire. This research uses SPSS for Windows version 29. The results of the research show that Brand Image and Brand Trust have a significant effect on Brand Loyalty, Brand Image has a significant effect on Brand Loyalty and Brand Trust has a significant effect on Brand Loyalty.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...