Pengaruh Brand equity, Offering Equity, dan Relationship Equity Terhadap Loyalitas Pelanggan GoRide di Jabodetabek

Kautsar, Putri Vania (2024) Pengaruh Brand equity, Offering Equity, dan Relationship Equity Terhadap Loyalitas Pelanggan GoRide di Jabodetabek. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Digital Transformation 4.0 refers to the changes brought about by the implementation of digital technologies within an organization or company. This shift has led many companies to increase their use of technology to enhance their products, including those in the transportation sector. One of the companies that has thrived in the rapidly growing online transportation business is Gojek. PT. Gojek Indonesia has made various efforts to retain customers and foster loyalty, including implementing marketing strategies that strengthen brand equity, offering equity, and relationship equity. The purpose of this study is to examine the influence of brand equity, offering equity, and relationship equity on customer loyalty of GoRide in the Greater Jakarta Area (Jabodetabek). This study employs a quantitative method, with a sample of 292 respondents from across the Jabodetabek region. The research utilizes Structural Equation Modeling (SEM) techniques. The findings of this study reveal that both brand equity and relationship equity have a positive and significant impact on customer loyalty, while offering equity has an insignificant effect on customer loyalty.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Brand Equity, Offering Equity, Relationship Equity, Customer Loyalty, PT. GoJek Indonesia
Subjects:	Marketing > Branding (Marketing) Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Putri Vania Kautsar
Date Deposited:	02 Sep 2024 05:15
Last Modified:	02 Sep 2024 05:15
URI:	https://repository.bakrie.ac.id/id/eprint/10464

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