BRAND LOYALTI PADA KALANGAN GENERASI Z TERHADAP E-COMMERCE SHOPEE DI KOTA BATAM
Kata Kunci:
Brand Leadership, Brand Image, Brand Trust, Brand Loyalty, ShopeeAbstrak
Penelitian ini bertujuan untuk mengetahui pengaruh brand leadership, image and trust terhadap brand loyalty generation Z E-commerce Shopee di Kota Batam. Secara khusus tujuan dari penelitian ini adalah untuk mengetahui apakah peran Brand Leadership (X1) , Image (X2) dan Trust (X3) berpengaruh terhadap Brand Loyalty (Y) Gen Z Pada E - Commerce Shopee Di kota Batam. non-probability sampling dengan teknik purpossive sampling yang digunakan dalam penelitian ini . Metode analisis data yang digunakan dalam penelitian ini yaitu Analisis Regresi Linier Berganda dengan menggunakan aplikasi IBM SPSS Statistics 26. Sampel penelitian terdiri dari 300 responden, dan kuesioner dibagikan secara online sesuai dengan kriteria tertentu. Sampel terdiri dari Gen yang berusia 12-27 tahun masyarakat kota Batam yang menggunakan aplikasi Shopee minimal dua kali. Penelitian ini menunjukkan hasil bahwa Brand Leadership, brand image and brand Trust berpengaruh positif dan signifikan terhadap Brand Loyalty generasi Z di Kota Batam.
This research aims to determine the influence of brand leadership, image and trust on brand loyalty of Generation Z E-commerce Shopee in Batam City. Specifically, the aim of this research is to find out whether the role of Brand Leadership (X1), Image (X2) and Trust (X3) influences Brand Loyalty (Y) of Gen Z on Shopee E-Commerce in Batam City. non-probability sampling with purposive sampling technique used in this research. The data analysis method used in this research is Multiple Linear Regression Analysis using the IBM SPSS Statistics 26 application. The research sample consisted of 300 respondents, and questionnaires were distributed online according to certain criteria. The sample consisted of Gen aged 12-27 years, residents of Batam City who used the Shopee application at least twice. This research shows the results that Brand Leadership, brand image and brand Trust have a positive and significant effect on Generation Z Brand Loyalty in Batam City.
