PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN GOJEK

Intan Dwi Astuti; semuel batlajery

doi:10.35724/jies.v16i2.7405

Intan Dwi Astuti Universitas Musamus
semuel batlajery Universitas Musamus

DOI: https://doi.org/10.35724/jies.v16i2.7405

Keywords: Brand Image, Brand Trust, Customer Loyalty

Abstract

This study aims to determine the influence of brand image and brand trust on Gojek's customer loyalty (A Study of Management Students from 2020, 2021, and 2022 at Musamus University Merauke). This research is quantitative in nature. The sampling method used is random sampling, which involves randomly selecting sample members from the population. The research data utilizes a Likert scale analyzed using SPSS version 26, with the analytical method being Multiple Linear Regression. The results of this study indicate that Brand Image has a positive and significant effect on Customer Loyalty. Brand Trust also has a positive and significant impact on Customer Loyalty. Brand Image and Brand Trust positively and significantly impact Customer Loyalty.

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