The Impact of Brand Image Towards Loyalty in the Indonesian Smartphone Sector: The Role of Trust as an Intervening Variable

DOI

10.2991/aebmr.k.210507.070How to use a DOI?

Keywords

Brand Image, Trust, Customer Loyalty, Smartphone Sector

Abstract

This study was conducted in order to determine the role of Brand Image in affecting Customer Loyalty in the Indonesian smartphone sector, both directly and indirectly through the existence of Trust as an intervening variable. A Quantitative-Survey method was utilized in this study, in which, questionnaires were distributed electronically to all respondents who participated in this study. Among 200 respondents participating in this study, as many as 189 usable data were further analyzed using PLS-SEM method in order to determine and obtain the results required for the completion of this study. Based on the results of data analysis, authors would like to conclude that there’s a positive impact of brand image on customer loyalty, both directly and indirectly through the role of trust as an intervening variable.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Keni Keni
AU  - Nicholas Wilson
AU  - Purnama Dharmawan
PY  - 2021
DA  - 2021/05/09
TI  - The Impact of Brand Image Towards Loyalty in the Indonesian Smartphone Sector: The Role of Trust as an Intervening Variable
BT  - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)
PB  - Atlantis Press
SP  - 470
EP  - 478
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210507.070
DO  - 10.2991/aebmr.k.210507.070
ID  - Keni2021
ER  -