Analysis of brand loyalty of Tuti markets in the city of Machala
DOI:
https://doi.org/10.47187/mktdescubre.25.40Keywords:
Brand loyalty, perceived quality, experience, confidenceAbstract
This research studies the lack of understanding of brand loyalty of “Tuti” supermarkets in the city of Machala, focusing on a majority group of people between 24 and 40 years of age. This study has a quantitative orientation of correlational level, which adopts a deductive approach from existing theories to test specific hypotheses. A survey based on the Likert scale was administered to 355 study subjects. Structural models called PLS-SEM were used to interpret the results. The results of the method showed that the variables Experience, Perceived Quality and Trust have a significant influence on brand loyalty. Based on the information obtained in this research, it is suggested to continue studying the loyalty variable applied to different market sectors.
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Copyright (c) 2025 Anthony Chato Gia, William Zambrano Farias, Stalin Aguilar Gálvez
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