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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS
Fabiola Meike Trimulyani
Universitas Bina Nusantara
Decision Sciences, Operations Research & Management

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PENGARUH CUSTOMER EXPERIENCE DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION SERTA DAMPAKNYA PADA CUSTOMER LOYALTY Rita Rita; Fabiola Meike Trimulyani
Eqien - Jurnal Ekonomi dan Bisnis Vol 10 No 1 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (413.077 KB) | DOI: 10.34308/eqien.v10i1.543

Abstract

PT Bluebird Tbk is a company engaged in the field of transportation services. This study uses quantitative methods through purposive sampling data collection techniques with 100 respondents who are Bluebird Taxi users and domiciled in Greater Jakarta. Data collection using questionnaires and analyzed through SmartPLS software. The analysis is used to test the validity and reliability. The aim is to determine the effect of customer experience and brand image on customer satisfaction and its impact on customer loyalty. Data analysis uses structural equation modeling (SEM) with partial least square approach. The results showed that customer experience and brand image had a significant effect on customer satisfaction, while customer experience and brand image did not significantly effect customer loyalty from the path coefficient results.
Co-Authors Rita Rita