Open AccessThe Influence of Brand Equity and Brand Trust on E-Commerce Consumer’s Loyalty (Zalora Consumer Research)
Author(s) -
Dennis Mahendra Putra,
Liem Gai Sin
Publication year - 2020
Publication title -
international journal of tourism and hospitality in asia pasific
Language(s) - English
Resource type - Journals
eISSN - 2685-8800
pISSN - 2654-7945
DOI - 10.32535/ijthap.v3i3.957
Subject(s) - brand equity , brand loyalty , advertising , business , brand awareness , marketing , loyalty , brand management
This research aims to analyze the influence of brand equity and brand trust on e-commerce consumer’s loyalty. This research is also titled as hypothesis test research which undertaken test on hypothesis with Zalora’s consumer in Malang city as a source of this research. Data analysis method used multiple linear regressions with variable t and variable t. The result shows that brand equity and brand trust have an influence on Zalora’s consumer loyalty. It indicates that the increasing of brand trust followed by increasing of consumer’s loyalty.