Christina, Larassati (2023) Analisis Hubungan Antara Variabel Loyalitas Merek, Kekuatan Merek, dan Niat Beli terhadap Keterlibatan Pelanggan di Gojek. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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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.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 000 - COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 000 - 009 COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 000 - COMPUTER SCIENCE, INFORMATION, GENERAL WORKS 000 - COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 020 - 029 LIBRARY AND INFORMATION SCIENCES > 020 - LIBRARY AND INFORMATION SCIENCES |
| Divisions: | Bachelor of Management |
| Depositing User: | LARASSATI CHRISTINA |
| Date Deposited: | 23 Jun 2023 07:59 |
| Last Modified: | 23 Jun 2023 07:59 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11046 |
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