ANALISIS PENGARUH RESONANSI MEREK TERHADAP LOYALITAS MEREK DENGAN KEPERCAYAAN MEREK SEBAGAI MEDIASI INTERVENING (Studi Empiris Pada Pengguna Aplikasi Gojek Di Surakarta)

  • Bagas Mahendratama Universitas Muhammadiyah Surakarta
  • Sri Murwanti Universitas Muhammadiyah Surakarta

Abstract

The growth of internet access in Indonesia has encouraged the emergence of the creation of technology and applications that are useful for making everyday life easier, which are usually called start-ups, one of which is the Gojek application, which is the most phenomenal start-up in Indonesia. In this research, the data that will be used is primary data. Primary data is data that can be obtained directly from research using several methods such as making observations, interviews, and through questionnaires.


This research aims to analyze and discuss the influence of Brand Resonance, Brand Trust and Brand Loyalty on Gojek application users in Surakarta. This analysis uses primary data whose data is taken directly from respondents through filling out questionnaires. Distribution of the questionnaire was carried out using a Google form which was used to collect data from respondents who used the Gojek Surakarta application. In this study, researchers took a sample of 200 respondents.


 The data analysis stage was carried out using SmartPLS 4.0 by looking at the outer model and inner model. 1. The Brand Resonance variable has a positive and significant influence on Brand Loyalty among Gojek application users in Surakarta. 2. The Brand Trust variable has a positive and significant influence on Brand Loyalty among Gojek application users in Surakarta. 3. The Brand Resonance Variable has a positive and significant influence on the Brand Trust Variable among Gojek application users in Surakarta. 4. The Brand Resonance variable mediated by Brand Trust has no effect and is not significant on Brand Loyalty among Gojek application users in Surakarta

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Published
2024-02-19
How to Cite
MAHENDRATAMA, Bagas; MURWANTI, Sri. ANALISIS PENGARUH RESONANSI MEREK TERHADAP LOYALITAS MEREK DENGAN KEPERCAYAAN MEREK SEBAGAI MEDIASI INTERVENING (Studi Empiris Pada Pengguna Aplikasi Gojek Di Surakarta). Jurnal Manajemen, [S.l.], v. 14, n. 1, p. 211 - 225, feb. 2024. ISSN 2541-4348. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/manajemen/article/view/4167>. Date accessed: 25 apr. 2024. doi: https://doi.org/10.30738/jm.v14i1.4167.