Brand Analysis of Lazada Online Store Consumers in Padang City

Sepris Yonaldi, Yuni Candra, Edi Suandi, Mairin Yuli Susinta

Abstract


Abstract- This study aims to analyze the influence of brand experience and brand trust on brand satisfaction at Consumer Lazada online store in the city of Padang. This study uses a descriptive quantitative approach, and uses purposive sampling to draw data on 100 samples as respondents with survey techniques through google form. To analyze data using path analysis. From the results of the t test and the F test conducted, it was found that brand experience and brand trust partially and simultaneously had a significant effect on brand satisfaction in the Lazada online store consumer store in Padang City.

 


Keywords


Brand Experience; Brand Trust; Brand Satisfaction; Lazada; Kota Padang

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v15.1.1019

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