Pengaruh Citra Merek, Kepercayaan Merek, dan Pengalaman Pelanggan Terhadap Loyalitas Merek pada Blibli di Kota Batam
DOI:
https://doi.org/10.55606/jurrie.v5i2.9852Keywords:
Brand Image, Brand Trust, Brand Loyalty, Customer Experience.Abstract
This study was conducted to identify and evaluate the influence of brand image, brand trust, and customer experience on brand loyalty among Blibli users in Batam City. The approach used is a descriptive quantitative method involving consumers who have made transactions through the Blibli platform. The sample determination was carried out using a purposive sampling technique based on the Lemeshow formula to obtain 100 respondents who fit the research characteristics. Data collection was carried out through distributing questionnaires, then analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), and hypothesis testing through t-tests and F-tests. The results of the study show that brand image has an influence of 17.7% on brand loyalty, brand trust contributes 34.0%, while customer experience has an influence of 26.8%. The coefficient of determination (R²) value of 83.4% indicates that brand loyalty among Blibli users can be explained by a combination of brand image, brand trust, and customer experience, while the remaining 16.6% is influenced by other factors not included in the research model. The results of partial testing and simultaneous testing confirm that brand image, brand trust, and customer experience individually and together have a positive and significant influence on brand loyalty among Blibli users in Batam City.
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