Analisis Hubungan Antara Variabel Loyalitas Merek, Kekuatan Merek, dan Niat Beli terhadap Keterlibatan Pelanggan di Gojek
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Christina, Larassati
Subject
000 - COMPUTER SCIENCE, INFORMATION, GENERAL WORKS
Datestamp
2023-06-23 07:59:49
Abstract :
Gojek is a service company that serves in terms of transportation and shopping. The purpose of this study is to examine the relationship between the variables of Brand Loyalty, Brand Strength, and Purchase Intent on Customer Engagement in Gojek. The technique used in this study is the non-probability sampling method. The data analysis method used by this study provides questions through Google Form, which is an online questionnaire. The questionnaire was spread in Sidoarjo, Gresik, and Surabaya. The results of responses were collected as many as 130 respondents, then the results were analyzed descriptively using SPSS and statistically using WPLS. This research shows that Brand Loyalty has a significant effect on Customer Engagement on Gojek. Purchase Intent has a significant effect on Customer Engagement in Gojek. and Customer Trust has a significant effect on Customer Engagement in Gojek. The results of this study provide marketing insights about the need to further develop this application so that customers are more interested in Gojek than other competitors. Keyword : Brand Loyalty, Brand Power, Purchase Intent, Customer Engagement.
Gojek is a service company that serves in terms of transportation and shopping. The purpose of this study is to examine the relationship between the variables of Brand Loyalty, Brand Strength, and Purchase Intent on Customer Engagement in Gojek. The technique used in this study is the non-probability sampling method. The data analysis method used by this study provides questions through Google Form, which is an online questionnaire. The questionnaire was spread in Sidoarjo, Gresik, and Surabaya. The results of responses were collected as many as 130 respondents, then the results were analyzed descriptively using SPSS and statistically using WPLS. This research shows that Brand Loyalty has a significant effect on Customer Engagement on Gojek. Purchase Intent has a significant effect on Customer Engagement in Gojek. and Customer Trust has a significant effect on Customer Engagement in Gojek. The results of this study provide marketing insights about the need to further develop this application so that customers are more interested in Gojek than other competitors. Keyword : Brand Loyalty, Brand Power, Purchase Intent, Customer Engagement.
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