Analisis Hubungan Antara Perceived Risk, Perceived Quality, Brand Loyalty, dan Purcahse Intention Pada Lazada Di Surabaya

In today's business development, the success of an e-commerce depends on brand loyalty and the desire to buy consumers. Therefore, this study aims to examine the relationship between perceived risk, perceived quality, brand loyalty, and purchase intention towards Lazada in Surabaya. The method used in this study is structural equation modeling with Smart-PLS 4.0 software to analyze data from 120 Lazada consumers in Surabaya from the age group over 19 years, because they are very brand aware. The findings in this study indicate that first, perceived risk has no significant effect on brand loyalty, secondly, perceived quality has a significant effect on brand loyalty, and thirdly, brand loyalty has a significant effect on purchase intention. The results of this study provide some valuable insights for companies or similar e-commerce that brand loyalty is one of the factors that has a major role in increasing consumer purchase intentions. This study also suggests expanding the research subject to add to the respondents' answers, so that the results obtained will be more accurate