THE ROLE OF CONSUMER TRUST IN BRAND LOYALTY IN ONLINE SHOPPING

The Fast growing of e-commerce has made consumer trust a critical factors influencing brand loyalty in E-commerce platform. As online shopping become more popular, businesses must Recognize how important trust is sin building meaningful, long-term relationships with customers. This study explores the relationship between consumer trust and brand loyalty, emphasizing the role of shopping experiences and social proof mechanisms such as customer review, rating and brand reputation.