THE INFLUENCE OF BRAND IAMGE TOWARDS CUSTOMER LOYALTY (CASE STUDY THE CUSTOMER OF LAZADA JAKARTA, INDONESIA)

Abstract

The focus of this research is to analyze The influence of Brand Image towards Customer Loyalty in case study the customer of Lazada Jakarta, Indonesia. The analytical method used is quantitative analysis. Non probability sampling is used as sampling technique which is judgemental sampling. In this research, the data collected are primary data, by spreading questionnaires to the sample size of 100 respondents which is 20 as pre-test and 80 as the real test. Inside the questionnaire, tool for measure the degree of agreement from respondents is Likert Scale. Tests that include in quantitative analysis are reliability and validity test, classical assumptions test such as normality test, multicollenarity, Heterosedascity and linear multiple regression to conduct the hypothesis testing through F-test, t-test, and coefficent of determination (R2). Results found in the analysis that three of the evaluation factors variable measured in this research have significant influence towards Customer Loyalty.