Evolution of Localized Brands and The Influence of Cultural Norms: Analysis of Sociolla Loyalty and Trust

Abstract

This research aims to determine the influence of brand trust and brand loyalty on Sociolla customers who are members of the SOCO community in Indonesia. This research uses a quantitative approach, with a sample of 200 respondents. The data analysis technique uses Structural Equation Modeling (SEM). The findings in this research found brand trust has a positive and significant influence on brand loyalty, so researchers recommend that Sociolla continue to maintain and improve brand trust with positive perceptions through dimensions of brand reliability, brand intentions, and brand reputation so that customers have trust in the brand and form brand loyalty.