PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONSUMEN PADA PELANGGAN E-COMMERCE SHOPEE DI PERUMAHAN DJAFAR RESIDENCE

AURELLYA, LAURA NATHAZYA (2023) PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONSUMEN PADA PELANGGAN E-COMMERCE SHOPEE DI PERUMAHAN DJAFAR RESIDENCE. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Image Terhadap Loyalitas Konsumen Pada Pelanggan E-Commerce Shopee Di Perumahan Djafar Residence. Penelitian ini termasuk penelitian asosiatif kausal dengan menggunakan pendekatan kuantitatif. Sampel dalam penelitian sebanyak 53 responden. Teknik sampel yang digunakan purposive sampling sehingga diperoleh sampel sebanyak 53 responden. Data dikumpulkan dengan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi sederhana. Hasil dari penelitian ini yaitu dari hasil pengolahan data dengan uji t maka nilai t hitung variabel Brand Image (X) adalah sebesar 11.983 > t tabel 1.675, maka dapat disimpulkan bahwa hipotesis pertama diterima dan Hipotesis kedua ditolak. Artinya terdapat pengaruh Brand Image (X) terhadap Loyalitas Konsumen (Y). Hasil tersebut sejalan dengan penelitian yang dilakukan oleh (Yunaida, 2018) yang berjudul Pengaruh Brand Image (Citra Merek) terhadap Loyalitas Konsumen Produk Oli Pelumas Evalube di Kota Langsa, Hasil dari penelitian ini yaitu bahwa brand image (citra merek) berpengaruh signifikan terhadap loyalitas konsumen produk oli pelumas evalube di kota Langsa Nilai koefisien determinasi (R2) diperoleh sebesar 0,375 atau 37,5% yang artinya variabel brand image (citra merek) memberikan pengaruh terhadap loyalitas konsumen sebesar 37,5% dan sisanya 62,5% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata kunci: Brand Image, Loyalitas Konsumen, Pelanggan, E-Commerce, Shopee ABSTRACT This study aims to determine the effect of brand image on consumer loyalty to Shopee e-commerce customers at Djafar Residence Housing. This research includes causal associative research using a quantitative approach. The sample in the study was 53 respondents. The sample technique used was purposive sampling so that a sample of 53 respondents was obtained. Data was collected using a questionnaire that had been tested for validity and reliability. The data analysis technique used is simple regression. The results of this study are from the results of data processing with the t test, the t value of the Brand Image variable (X) is 11,983 > t table 1,675, so it can be concluded that the first hypothesis is accepted and the second hypothesis is rejected. This means that there is an influence of Brand Image (X) on Consumer Loyalty (Y). These results are in line with research conducted by (Yunaida, 2018) entitled Effects of Brand Image on Consumer Loyalty for Evalube Lubricating Oil Products in Langsa City. The results of this study are that brand image has a significant effect on consumer loyalty. Evalube lubricating oil products in Langsa city The coefficient of determination (R2) is obtained at 0.375 or 37.5%, which means that the brand image variable influences consumer loyalty by 37.5% and the remaining 62.5% is influenced by other variables. which were not examined in this study. Keyword : Brand Image, Consumers Loyality, Customers, E-Commerce, Shopee

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