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All Journal Jurnal Ilmiah Dan Karya Mahasiswa
Lina Lina
Universitas Trisakti Jakarta
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media

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Anteseden Kesadaran Konsumen pada Pengguna Transportasi Online Lina Lina; Fatik Rahayu; Robert Kristaung
Jurnal Ilmiah Dan Karya Mahasiswa Vol. 2 No. 1 (2024): FEBRUARI : JURNAL ILMIAH DAN KARYA MAHASISWA
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jikma.v2i1.1282

Abstract

This research aims to test and analyze the influence of brand love, brand trust, brand commitment on consumer awareness of online transportation users. The sample used in this research was 250 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research are (1) Brand Love has a positive effect on Consumer Awareness (2) Brand Trust has a positive effect on Consumer Awareness (3) Brand Commitment has a positive effect on Consumer Awareness. It is hoped that this research can develop insight and knowledge, especially in the field of marketing management, especially regarding brand love, brand commitment, brand trust and consumer awareness and is expected to be used as a means of developing knowledge.
Co-Authors Fatik Rahayu Robert Kristaung