PENGARUH ADVERTISEMENT, ENTERTAINMENT, DAN INTERACTION TERHADAP BRAND LOYALTY MELALUI BRAND IMAGE PADA PELANGGAN SHOPEE DI SURABAYA

Abstract

The development of the Internet in this era has brought tremendous benefits to the advancement of human civilization. The development of the internet has an impact on various aspects of life. One area that experienced its impact was the economic sector. The economy has undergone many changes and developments. One of them is internet-based economic activity or known as E-commerce (https://www.academia.edu downloaded on May 1, 2019). Shopee is an E-commerce originating from Singapore which was founded by Chris Feng in early December 2015. Shopee has expanded its business to several countries other than in Singapore such as Malaysia, Indonesia, Taiwan, Thailand, the Philippines and Vietnam. https://www.liputan6.com, downloaded on January 23, 2019) Shopee can be regarded as one of the new E-commerce that is developing in Southeast Asia, especially Indonesia. Shopee entered the Indonesian market at the end of May 2015 and Shoope began operating at the end of June 2015 in Indonesia. This research aimed to find out the influence of Advertisement, Entertainment and Interaction on Brand Loyalty through Brand Image on Shopee Customers in Surabaya. This study uses samples of shopee customers who are domiciled in Surabaya, men and women, who follow Shopee's social media development and have purchased products at Shopee at least 2 times in the last 3 months. , with vulnerable ages 18-35 years -35-50 years, a total of 100 respondents. Processing data in this study using SPSS version 22.0 software. The results of the analysis show that the Advertisement has a positive and significant effect on Brand Image of Shopee customers in Surabaya, Entertainment has a significant and positive effect on Brand Image of Shopee customers in Surabaya, Interaction has a positive and significant effect on Brand Image of Shopee customers in Surabaya. Shopee Brand Loyalty customers in Surabaya.