ANALYSIS OF BRAND IMAGE, BRAND TRUST, AND CUSTOMER LOYALTY TO BRANDING STRATEGIES AFFECTING SALES INCREASE AT PT SHOPEE INTERNATIONAL INDONESIA

Sri Handayani, Sukma Kirana Hermawati, Rizqa Aprilyana

Abstract


E-commerce platforms Shopee focused on increasing sales and market share. Since Shopee has potential sales growth, this study aims to the influence of brand image, brand trust, and customer loyalty on branding strategies and their effect on sales increase at PT Shopee International Indonesia. The problem is brand image, brand trust, and customer loyalty have a significant impact on branding strategies and sales increase. A non-probability sampling method was used, targeting active Shopee users. Data were collected through an online survey with mandatory questions to screen respondents based on predetermined criteria, and Smart PLS 4.0 was used to test the hypotheses and analyze direct and indirect variable effects. The results show that brand image, brand trust, and customer loyalty positively affect branding strategies. Additionally, branding strategies significantly influence sales increase and revealed that brand image, brand trust, and customer loyalty have an indirect effect on increasing sales through branding strategies.

Keywords


brand image, brand trust, customer loyalty, branding strategy, sales increase

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References


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DOI: https://doi.org/10.25292/atlr.v7i0.686

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