Pengaruh Brand Satisfaction dan Luxury Brand Attachment terhadap Brand Loyalty Marketplace Zalora (Studi pada Konsumen Marketplace Zalora di Kota Medan)

Abstract

One of the E-Commerce that is currently being discussed is Zalora Indonesia. Now Zalora Indonesia is a marketplace that actively competes in the growing ECommerce market. In this digital ecosystem, Zalora presents various sellers or vendors from large companies that have a good reputation, including official stores. This study aims to determine the effect of Brand Satisfaction and Luxury Brand Attachment on Brand Loyalty for Zalora Marketplace Consumers in Medan City. The influence between brand satisfaction and luxury brand attachment will be analyzed partially and simultaneously on brand loyalty. This form of research is quantitative research with an associative approach. The type of data used in this study is primary data in the form of a questionnaire that will be distributed using Gform to a research sample of 100 Zalora marketplace consumers who live in Medan City. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, and hypothesis testing. The results showed that brand satisfaction has a positive and significant effect on brand loyalty for Zalora marketplace consumers in Medan City, luxury brand attachment has a positive and significant effect on brand loyalty for Zalora marketplace consumers in Medan City, and together brand satisfaction and luxury brand attachment have a positive and significant effect on brand loyalty for Zalora marketplace consumers in Medan City. The coefficient of determination (R2) test shows that there is a close relationship between brand satisfaction and luxury brand attachment which has a contribution of 63.0% to brand loyalty, while the remaining 37.0% is influenced by other variables outside the study.