Reyhan Ikawidya Putra, . (2023) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA E WALLET GOPAY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research was carried out in an effort to understand, prove, and analyze the influence of Brand image and Brand trust on Customer Loyalty through Customer Satisfaction in the context of Gopay E-wallet. Data was collected using a gform questionnaire, accumulating a total of 100 respondents through non-probability sampling using the purposive sampling method via Google Form distributed on social media platforms such as Instagram, Line. The data analysis involved descriptive and inferential data analysis techniques using SmartPLS 3 software. The results of this study indicate that Brand image significantly affects customer loyalty among the residents of Depok City who use Gopay E-wallet. Brand trust also significantly influences customer loyalty among Gopay E-wallet users in Depok City. Furthermore, Brand image significantly affects customer satisfaction among Gopay E-wallet users in Depok City, as does Brand trust. Both Brand image and Brand trust significantly impact customer loyalty through customer satisfaction among Gopay E-wallet users in Depok City. Additionally, Customer Satisfaction significantly influences customer loyalty among Gopay E-wallet users in Depok City.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111183] [Pembimbing: Pusporini] [Penguji 1: Lina Aryani] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | This research was carried out in an effort to understand, prove, and analyze the influence of Brand image and Brand trust on Customer Loyalty through Customer Satisfaction in the context of Gopay E-wallet. Data was collected using a gform questionnaire, accumulating a total of 100 respondents through non-probability sampling using the purposive sampling method via Google Form distributed on social media platforms such as Instagram, Line. The data analysis involved descriptive and inferential data analysis techniques using SmartPLS 3 software. The results of this study indicate that Brand image significantly affects customer loyalty among the residents of Depok City who use Gopay E-wallet. Brand trust also significantly influences customer loyalty among Gopay E-wallet users in Depok City. Furthermore, Brand image significantly affects customer satisfaction among Gopay E-wallet users in Depok City, as does Brand trust. Both Brand image and Brand trust significantly impact customer loyalty through customer satisfaction among Gopay E-wallet users in Depok City. Additionally, Customer Satisfaction significantly influences customer loyalty among Gopay E-wallet users in Depok City. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Reyhan ikawidya putra |
| Date Deposited: | 21 Mar 2024 05:23 |
| Last Modified: | 21 Mar 2024 05:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/21588 |
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