Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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The Influence of Brand Image and Brand Credibility on Brand Loyalty

Authors
Bambang Widjajanta1, *, Puspo Dewi Dirgantari1, R. N. Artanti1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: bambangwidjajanta@upi.edu
Corresponding Author
Bambang Widjajanta
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_67How to use a DOI?
Keywords
Brand image; brand credibility; brand loyalty
Abstract

This study aims to obtain an overview and determine the influence of brand image and credibility on brand loyalty among members of The Body Shop in Indonesia. The research utilizes descriptive and verification methods with a quantitative approach. The dependent variable in this study is brand loyalty, while the independent variables are brand image and credibility. The population in this study were members of The Body Shop in Indonesia. Sampling was conducted using an assessment or purposive sampling method with a non-probability sampling technique on 200 respondents. The analysis technique used is Structural Equation Modeling (SEM). The findings of this research indicate that brand image, credibility, and loyalty are in the high category. The results show that brand image significantly influences brand loyalty, brand credibility significantly influences brand loyalty, and both brand image and brand credibility variables significantly influence brand loyalty.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_67How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bambang Widjajanta
AU  - Puspo Dewi Dirgantari
AU  - R. N. Artanti
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Brand Image and Brand Credibility on Brand Loyalty
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 569
EP  - 580
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_67
DO  - 10.2991/978-94-6463-817-2_67
ID  - Widjajanta2025
ER  -