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All Journal East Asian Journal of Multidisciplinary Research (EAJMR)
Nugrahanta, Septi
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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The Influence of Brand Image, Brand Trust, and Brand Satisfaction on Brand Loyalty of Eiger Adventure Nugrahanta, Septi; Ariani, Dorothea Wahyu
East Asian Journal of Multidisciplinary Research Vol. 3 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i7.9925

Abstract

The purpose of this research is to examine how the Yogyakarta-based Eiger Adventure brand's image, trust, and satisfaction affect customer loyalty. Conducted by distributing questionnaires to 100 customers, the research used a quantitative approach to examine causal relationships, employing descriptive analysis, inferential analysis, and t-tests. Brand loyalty is unaffected by brand image, according to the findings. However, brand trust positively and significantly influences brand loyalty, showing that higher trust leads to greater loyalty to Eiger Adventure. Additionally, brand satisfaction also positively and significantly impacts brand loyalty, meaning customer satisfaction with Eiger Adventure's products and services enhances their loyalty. Although brand image did not have a substantial influence on consumer loyalty, the research does highlight the significance of trust and happiness with the brand.
Co-Authors Ariani, Dorothea Wahyu