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Pratiwi, Intan
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Journal : eProceedings of Management

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Pengaruh E-Service Quality, Brand Image, Dan Social Media Marketing Terhadap Loyalitas Pengguna Dompet Digital Dana Pada Mahasiswa Universitas Telkom Bandung Pratiwi, Intan; Wardhana, Aditya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
Publisher : eProceedings of Management

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Abstract

This research was conducted to determine the influence of e-service quality, brand image, and social media marketingon the loyalty of DANA digital wallet users among Telkom University Bandung students. The aim of this research isto find out and analyze how e-service quality, brand image and social media marketing, both partially andsimultaneously, affect the loyalty of DANA digital wallet users among Telkom University Bandung students. The typeof research used in this research is quantitative research with the sampling technique in this research using accidentalsampling technique. The total sample was 97 students. The analysis techniques used are descriptive statistics andmultiple regression analysis. Based on the research results, e-service quality has a positive and significant influence,brand image has a positive and significant influence, and social media marketing has a positive and significantinfluence. Simultaneously, the variables e-service quality, brand image, and social media marketing have a positiveand significant influence. The conclusion of this research is that the e-service quality and brand image variables ofDANA digital wallet users among Telkom University Bandung students are in the very good category. Meanwhile, thesocial media marketing variable is classified as good. Therefore, DANA can improve social media marketing andmaintain its excellent e-service quality and brand image.Keywords-e service quality, brand image, social media marketing, and loyalty
Co-Authors , Harmoko Aditya Wardhana Al Mubarok, Itsnan Mahfuddin Amalia, Nasyita Vivi Amerta, Muhammad Rovi Aprinta E B, Gita Azizah, Febiola Nur Desy Nur Aini Fajri Ersanly, Naomi Euis Soliha Gunarti, Tri Tami Harmoko Harmoko, Harmoko Huda, Ismaul Khairul Khairul, Khairul Kisara, Kisara Kristifani, Nofela Lailatul Munawaroh, Lailatul Lestari, Neneng Mubarok Ahmadi Mustafida, Amalia Fitri Ngizudin, Risal Novasani, Raditya Jarwenda Nur Hadian Nurlaela, Ela Nurwita Prima, Annisa Belva Putri, Lovina Dian Maharani Ragil Surya, Prakasa Rahayu, Mikha Istria Puji Reslely Harjanti Rustandi, Handi Sari, Niwayan Ika Sarimanah, Jamilah Sekar Suci Nirmala, Komang Simanjuntak, Herlina Siregar, Zunaidy Abdullah Sri Purwaningsih Suarna, Nana Sulaika, Belkis Tati Suprapti Umaya, Shachadewi Maulida Salsa Utari, Dian Yohandi Putra, Adytia