THE INFLUENCE OF CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION & CUSTOMER LOYALTY TOWARDS BRAND POWER (STUDY ON GO-RIDE SERVICE BY GOJEK IN BANDAR LAMPUNG)

Muhammad Ryan, Syauqi (2023) THE INFLUENCE OF CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION & CUSTOMER LOYALTY TOWARDS BRAND POWER (STUDY ON GO-RIDE SERVICE BY GOJEK IN BANDAR LAMPUNG). Ekonomi dan Bisnis, Universitas Lampung.

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Abstract

In the middle of ride-hailing industry rivalry which is gone tighter and more difficult, only long term competitive advantage could make a company survive. Many experts suggest the way on how to be a company with competitive advantage is to focus on the customers by fulfilling and satisfying their needs better and faster compare to the competitors. This research aims to anaalyze the influence of customer experience, customer satisfaction and customer loyalty towards brand power of Go-Ride service by Gojek. The sample in this study questionnaire was developed and data was collected from 177 customers of Gojek. Data collection techniques using questionnaires that have been tested for validity and reliability. Results reveal that customer experience has significant influence towards customer satisfaction, customer satisfaction has positive influence on brand power, customer satisfaction also has influence on customer loyalty, and customer loyalty has influence on brand power. Meanwhile statistical results didn’t support a positive influence of customer experience on brand power and customer experience on customer loyalty. Keywords : Customer Experience, Customer Satisfaction, Customer Loyalty, Brand Power, Go-Ride, Gojek

Item Type: Other
Subjects: ?? 300 ??
?? 330 ??
Divisions: Fakultas Ekonomi dan Bisnis > Prodi Manajemen
Depositing User: 2308660385 . Digilib
Date Deposited: 07 Dec 2023 03:00
Last Modified: 07 Dec 2023 03:00
URI: http://digilib.unila.ac.id/id/eprint/77147

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