PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA APLIKASI E-WALLET GOPAY (STUDI KASUS GENERASI Z DI KOTA PALEMBANG)

RASYID, KGS ABDUL and Maulana, Ahmad Maulana (2025) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA APLIKASI E-WALLET GOPAY (STUDI KASUS GENERASI Z DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

Preview	Image RAMA_61201_01011282126128_cover.jpg - Cover Image Available under License Creative Commons Public Domain Dedication. Download (625kB) | Preview
	Text RAMA_61201_01011282126128.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_61201_01011282126128_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (10MB) | Request a copy
	Text RAMA_61201_01011282126128_0025127510_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_61201_01011282126128_0025127510_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (357kB) | Request a copy
	Text RAMA_61201_01011282126128_0025127510_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (286kB) | Request a copy
	Text RAMA_61201_01011282126128_0025127510_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (503kB) | Request a copy
	Text RAMA_61201_01011282126128_0025127510_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (209kB) | Request a copy
	Text RAMA_61201_01011282126128_0025127510_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (225kB) | Request a copy
	Text RAMA_61201_01011282126128_0025127510_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (422kB) | Request a copy

Abstract

This research aims to determine the effect of Brand Image and Brand Trust on Brand Loyalty on the Gopay e-wallet application on generation Z in Palembang City. The research method used is a quantitative method. The data used in this study are primary and secondary data. The sampling technique used is a non-probability sampling technique with a purposive sampling method with a sample size of 100 respondents. The analysis technique used is a multiple linear analysis technique using SPSS Statistics 30 for windows. The results of the t-test and F-test in this study indicate that the brand image and brand trust variables have a positive and significant effect both partially and simultaneously on brand loyalty on the Gopay e-wallet application on generation Z in Palembang City.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Brand Trust, Brand Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Kgs Abdul Rasyid
Date Deposited:	16 May 2025 03:39
Last Modified:	16 May 2025 03:39
URI:	http://repository.unsri.ac.id/id/eprint/172720

Actions (login required)

View Item