The Influence of Brand Equity and Brand Trust on E-Commerce Consumerâ€™s Loyalty (Zalora Consumer Research)

Dennis Mahendra Putra; Liem Gai Sin

doi:10.32535/ijthap.v3i3.957

The Influence of Brand Equity and Brand Trust on E-Commerce Consumerâ€™s Loyalty (Zalora Consumer Research)

Dennis Mahendra Putra, Liem Gai Sin

Abstract

This research aims to analyze the influence of brand equity and brand trust on e-commerce consumerâ€™s loyalty. This research is also titled as hypothesis test research which undertaken test on hypothesis with Zaloraâ€™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 Zaloraâ€™s consumer loyalty. It indicates that the increasing of brand trust followed by increasing of consumerâ€™s loyalty.

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DOI: https://doi.org/10.32535/ijthap.v3i3.957