PENGARUH BRAND IMAGE, BRAND SATISFACTION DAN BRAND TRUST TERHADAP BRAND LOYALTY FINANCIAL: E-WALLET
Abstract
Banyaknya perusahaan dalam negeri di industri fintech, menjadikan aplikasi e-wallet masih menjadi primadona untuk solusi cashless di Indonesia. LinkAja merupakan penyedia jasa pembayaran berbasis server yang merupakan produk dari PT. Fintek Karya Nusantara (Finarya) dan telah terdaftar di Bank Indonesia. Dengan banyaknya persaingan e-wallet di Indonesia, LinkAja harus menetapkan langkah strategi yang efektif agar dapat menciptakan dan menumbuhkan brand loyalty yang positif di benak pengguna LinkAja. Penelitian ini bertujuan untuk menjelaskan pengaruh brand image, brand satisfaction, dan brand trust terhadap brand loyalty. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel sebanyak 130 responden dengan metode pengumpulan data berupa kuesioner menggunakan Google form. Sampel ditentukan menggunakan metode purposive sampling. Teknik analisis data yang digunakan adalah regresi linear berganda dengan bantuan program SPSS. Hasil analisis menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap brand loyalty, brand satisfaction berpengaruh positif dan tidak signifikan terhadap brand loyalty, brand trust berpengaruh positif dan signifikan terhadap brand loyalty.
The number of domestic companies in the fintech industry makes e-wallet applications still the primadonna for cashless solutions in Indonesia. LinkAja is a server-based payment service provider which is a product of PT. Fintek Karya Nusantara (Finarya) and has been registered with Bank Indonesia. With so much e-wallet competition in Indonesia, LinkAja must set effective strategic steps in order to create and grow a positive brand loyalty in the minds of LinkAja users. This study aims to explain the influence of brand image, brand satisfaction, and brand trust on brand loyalty. This research was conducted in Denpasar City with a total sample of 130 respondents with a data collection method in the form of a questionnaire using the Google form. The sample was determined using the purposive sampling method. The data analysis technique used is multiple linear regression with the help of the SPSS program. The results of the analysis show that brand image has a positive and significant effect on brand loyalty, brand satisfaction has a positive and insignificant effect on brand loyalty, brand trust has a positive and significant effect on brand loyalty.
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References
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Kresnadana, I. B. G. B., & Jatra, I. M. (2019). The Role of Brand Trust Mediate The Relationship Of Brand Image With Brand Loyalty. International Journal of Management and Commerce Innovations, 7. www.researchpublish.com
Kusuma, N. B. A. P., & Miartana, I. P. (2018). Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association Brand Preference dan Purchase Intention. Jurnal Manajemen Dan Bisnis, 15(2). http://journal.undiknas.ac.id/index.php/magister-manajemen/
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 990–1015. https://doi.org/10.1108/JPBM-02-2020-2763
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Laksono, A. W., & Suryadi, N. (2020). Pengaruh Citra Merek, Kepercayaan Merek, dan Kualitas Produk Terhadap Loyalitas Merek pada Pelanggan Geprek Bensu di Kota Malang. Holistic Journal of Management Research, I(1).
le Thanh, T., Ngo, H. Q., & Aureliano-Silva, L. (2021). Contribution of corporate social responsibility on SMEs’ performance in an emerging market – the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-12-2020-1516
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Published
2023-08-30
How to Cite
NGURAH DIVTA ANANTA, I Gusti Bagus; RSI RESPATI, Ni Nyoman.
PENGARUH BRAND IMAGE, BRAND SATISFACTION DAN BRAND TRUST TERHADAP BRAND LOYALTY FINANCIAL: E-WALLET.
E-Jurnal Manajemen, [S.l.], v. 12, n. 8, p. 733 - 777, aug. 2023.
ISSN 2302-8912.
Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/102423>. Date accessed: 22 apr. 2025.
doi: https://doi.org/10.24843/EJMUNUD.2023.v12.i08.p01.
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