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Prabowo, Budi
Universitas Pembangunan Nasional Veteran Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : J-MAS (Jurnal Manajemen dan Sains)

 1 
Analisis Variabel-variabel yang Mempengaruhi Pembentukan Brand Loyalty pada E-Wallet OVO Carolyn Kristina Wulandari; Budi Prabowo
J-MAS (Jurnal Manajemen dan Sains) Vol 8, No 1 (2023): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v8i1.984

Abstract

Brand Loyalty is a benchmark of whether or not a consumer is loyal to a brand. Factors that can affect brand loyalty include brand image, brand trust, and brand satisfaction. This study aims to analyze the influence of brand image, brand trust, and brand satisfaction simultaneously on the brand loyalty of OVO e-wallet users on UPN Veteran Jawa Timur, to partially analyze the influence of brand image on the brand loyalty of OVO e-wallet users in UPN Veteran Jawa Timur students, to analyze the influence of brand trust partially on the brand loyalty of OVO e-wallet users on UPN Veteran Jawa Timur students and partially analyze brand satisfaction on the brand loyalty of OVO e-wallet users in UPN Veteran Jawa Timur students. This type of research is associative research using quantitative methods. The population in this study was UPN Veteran Jawa Timur students who used OVO e-wallets and the sample in this study was 100 respondents. The source of the data used is the answers from the respondents. The data collection technique used is to use a questionnaire in the form of a Google Form. Based on the results of the data analysis that has been carried out, the results of namely Brand Image, brand trust and brand satisfaction have a simultaneous effect on the brand loyalty of the OVO e-wallet, this is based on the results of the F test, which is 35,196. Then based on the results of the t test, it is known that brand image has a positive and significant effect on brand loyalty with a significance value of 0.004, Brand trust has a positive and significant effect on brand loyalty with a significance value of 0.000 and brand satisfaction has a positive and significant effect on brand loyalty with a significance value of 0.013.
Co-Authors Acep Samsudin Acep Samsudin Adistya Pramudyana Agung Irsyad Trilaksono Agus Diana Faridiningrum Aldila Najla Luqiana Almas Dhafin Umara Alya Nadia Zahrah Aprielia Winata Arsya Cheline Rafaella Bene Dicta Ary Susanti Boston Tambunan Boston Tambunan Carolyn Kristina Wulandari Cintiya Nilamanda Dianita Retno Widyastuti Dina Indah Nurcahyani Diva Rihhadatul ‘Aisy Dwi Retno Anom Sari Fajryah Donita Afandy Hani Dwi Arfinasari Ichwa Larasati Dewi Indah Nur Hamidah Krisna Melida Br Tarigan Lilis Nur Afiah Mita Romanika Fitria Nariyah Alya Nur Fadhilah, Yuliasri Polarista Mariani Sagala Pratiwi, Connie Dwi Putiari Alaina Rizki Putri Amadah Ayu Werda Putri Maharanie Rahella Ripatiana Br Ginting Reva Namira Salsabila Ridwan Mahmud RR. Viola Revalina Sintha Erika Putri Siti Nur Hasanah Siti Nur Hasanah Susanti, Septian Elly Thalita Firdaus Rody Mawardi Tri Alfiyah, Muhammida Vincent Truff Andreas Wina Monalisa Yusuf Al Alim