Pengaruh brand image dan brand experiences terhadap customer loyalty jasa Go-jek

Sutiyem Sutiyem - Sekolah Tinggi Ilmu Ekonomi Perdagangan, Padang, Indonesia
Dessy Trismiyanti - Sekolah Tinggi Ilmu Ekonomi Perdagangan, Padang, Indonesia
Yoga Yulias - Sekolah Tinggi Ilmu Ekonomi Perdagangan, Padang, Indonesia

Abstract


Penelitian ini dilatarbelakangi oleh pengaruh brand image dan brand experience terhadap customer loyalty jasa Go-Jek. Tujuan dari penelitian ini adalah mendeskripsikan pengaruh brand image dan brand experience terhadap customer loyalty jasa Go-jek. Penelitian ini adalah penelitian kausatif, yang menggambarkan hubungan antara variabel bebas. Penelitain dilaksanakan di Kota Padang pada bulan Oktober hingga Agustus 2021. Populasi dalam penelitian ini adalah pelanggan ojek online Go-jek, dengan jumlah sampel 30 orang. Teknik pengumpulan data adalah kuesioner. Hasil penelitian menujukkan bahwa, (1) Brand image memiliki pengaruh positif dan signifikan terhadap customer loyalty pada pelanggan Go-jek. Hal ini dibuktikan dengan t hitung 5,392 yang mempunyai nilai lebih besar dari t tabel 1,96. (2) Brand experince memiliki pengaruh positif dan signifikan terhadap customer loyalty pada pelanggan go-jek. Dimana t hitung 2,040 yang mempunyai nilai lebih besar dari t tabel 1,96.


Keywords


Brand image, Brand experiences, Customer loyalty, Go-Jek

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DOI: http://dx.doi.org/10.24036/jkmw02141050