PENGARUH TERPAAN IKLAN DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN GOJEK DI KOTA PALEMBANG

PURBA, MARIAH YOLENTA and Saraswati, Erlisa (2024) PENGARUH TERPAAN IKLAN DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN GOJEK DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

	Text RAMA_70201_07031282025127.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_70201_07031282025127_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
	Text RAMA_70201_07031282025127_0013099204_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_70201_07031282025127_0013099204_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (221kB) | Request a copy
	Text RAMA_70201_07031282025127_0013099204_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (187kB) | Request a copy
	Text RAMA_70201_07031282025127_0013099204_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (160kB) | Request a copy
	Text RAMA_70201_07031282025127_0013099204_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (251kB) | Request a copy
	Text RAMA_70201_07031282025127_0013099204_06.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (59kB) | Request a copy
	Text RAMA_70201_07031282025127_0013099204_07_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (39kB) | Request a copy
	Text RAMA_70201_07031282025127_0013099204_08_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (500kB) | Request a copy

Abstract

Public transportation has now experienced development by utilizing online applications. Companies need to develop and and determine strategies properly in order to maintain customer loyalty. This study aims to obtain empirical evidence regarding the effect of advertising exposure and brand image on customer loyalty. The theories used in this study are advertising exposure from Ardianto, brand image from Hartanto, and customer loyalty from Orel & Kara. This study uses a quantitative method that uses structural equation model (SEM) data analysis, which is then processed using Smart LS 4.0 software. There are 96 samples in this study using the non-probability sampling method and the purposive sampling technique. The results of this study indicate that advertising exposure partially has a positive and significant effect on customer loyalty, with a path coefficient value of 0.419, a p-value of 0.000, and a t-test value of 5.934. Meanwhile, brand image has a positive and significant effect on customer loyalty, with a path coefficient value of 0.496, a p-value of 0.000, and a t-test value of 7.562. In addition, advertising exposure and brand image simultancously affert customer loyalty, with an R-square value of 0.666.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Gojek, Terpaan Iklan, Brand Image, Loyalitas Pelanggan
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Mariah Yolenta Purba
Date Deposited:	02 Sep 2024 03:02
Last Modified:	02 Sep 2024 03:03
URI:	http://repository.unsri.ac.id/id/eprint/156613

Actions (login required)

View Item