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All Journal Journal of Management and Business Review JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal GeoEkonomi Accounting Profession Journal (APAJI) Budimas : Jurnal Pengabdian Masyarakat Jurnal Buana Akuntansi ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Paulus Journal of Accounting (PJA) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Al-Buhuts (e-journal) Publikasi Hasil Pengabdian Kepada Masyarakat. Management Research Studies Journal Journal of Artificial Intelligence and Digital Business Jurnal Sains dan Ilmu Terapan Journal of Entrepreneur, Business and Management Indonesian Journal Of Economy Studies YOS SOEDARSO ECONOMICS JOURNAL Jurnal Inovasi Global Journal of Marketing Management and Innovative Business Review Jurnal Ekonomi, Manajemen, Akuntansi SocioHumania: Journal of Social Humanities Studies Fast in Social Sciences
Johannes Baptista Halik
Universitas Kristen Indonesia Paulus
Religion Humanities Astronomy Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Journal : Fast in Social Sciences

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Examining Customer Experience and Brand Engagement as Drivers of Customer Loyalty toward Grab Transportation in Makassar City Adriana; Halik, Johannes Baptista; Londong, Jerliyen Pramita
Fast in Social Sciences Vol. 1 No. 5 (2025): December
Publisher : Forum Akademisi dan Dosen Peneliti (FAST)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37640/kqdtm770

Abstract

This investigation aims to analyse the examining of customer experience and brand engagement on the loyalty of Grab transportation customers in Makassar City using a quantitative approach through questionnaire distribution and multiple linear regression analysis. The regression results show a customer experience coefficient of 0.363 and a brand engagement coefficient of 0.793, indicating a positive effect on customer loyalty. The t-test also proves that customer experience is greatly impacted with a t-value of 7.997 (p = 0.001), and brand engagement is significant with a t-value of 12.866 (p = 0.001). Furthermore, the F test shows the simultaneous effect of both variables with an F count of 118.09 more than the F table of 3.10 (p = 0.001). The coefficient of determination R² of 0.962 indicates that both variables explain 96.2% of the variation in customer loyalty.
Co-Authors Abdul Nasir Rachman Adriana Amir Jaya Andryanus Paridi Aprilia Maya Astrianita Salim Astuty Sumanto, R.R. Eko Widy Baharuddin Baharuddin Baharuddin Baharuddin Bahri Majid Benyamin Mongan Bima Muttaqin, Elfran Carolus Askikarno Palalangan Claudio Julio Mongan Corvis L. Rantererung Dartika, Gabrillea Daud, Maiercherinra Desi Rapang Eben Haezer Basran Patandean Elsa Balaba Golda, Cipta Ifah Finatry Latiep IRDAWATI Irdawati Irdawati Irdawati Irdawati Jaya, Amir Jerliyen Pramita Londong Jihan Juliansi Sandapang, Ismelly Kamban, Stevani Tandi Kambuno S., Ronaldo Lambe, Kristian Hoegh Pride Linda Setiawati, Linda Litha Clara Wattilete Londong, Jerliyen Pramita Ma'na, Petrus Manda, Katrini Maria Yessica Halik Maria Yessica Halik Mongan, Benyamin Mongan, Claudio Julio Noviantry Ruruk Nurlia Nurlia Olga Fiorella Pagiling Paembonan, Rio Panimba, Wirayanti Pareang, Triani Paridy, Andryanus Patandean, Eben Haezer Basran Reni Anastasia Roreng, Petrus Peleng Rumopa, Michael Salim, Astrianita Sambara, Kordiana Samosir, Flora Sampepajung, Daniella Cynthia Sanggalangi, Anita Datu Sasabone, Luana Sikona, Barto Sipi, Afian Dezi Sanda Sita Yubelina Sabandar Tamara, Kirana Lorenza The Tamzil Yusuf Tandioga, Nadia Todingbua, Manuel A Todingbua, Manuel A. Untung, Luther Wattilete, Litha Clara Wildayanti, Rista Yemima Yemima