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All Journal AKMENIKA Neraca Manajemen, Akuntansi, dan Ekonomi
Yogik, Muhamad Azrul
Unknown Affiliation
Economics, Econometrics & Finance Environmental Science

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Faktor Penentu Loyalitas Pelanggan Gojek Di Kota Yogyakarta: Peran Citra Merek, Kualitas Pelayanan, Dan Kepercayaan Dengan Kepuasan Sebagai Mediator Ningrum, Natalia Ratna; Yogik, Muhamad Azrul
Akmenika: Jurnal Akuntansi dan Manajemen Vol. 22 No. 1 (2025): AKMENIKA
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/akmenika.v22i1.7703

Abstract

The main objective of this study is to find out how customer happiness mediates the relationship between Gojek brand image, service quality, and customer trust. The location of this study is Yogyakarta. A total of one hundred people participated in this quantitative study, which used a random sampling technique. Questions were asked to collect information. We used PLS (Partial Least Squares) to view the data. Although customer satisfaction is positively influenced by brand image and service quality, none of these factors contribute to consumer loyalty, according to the study findings. Customer trust does not affect customer satisfaction or loyalty. Customer happiness has been shown to mediate the relationship between brand image and service quality on customer loyalty. Although data is limited, customer satisfaction appears to link customer trust and loyalty.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI RESONANSI MEREK PADA KONSUMEN NAILS BYCICA DI YOGYAKARTA Yogik, Muhamad Azrul; Chresilou, Chresilou
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 16 No. 7 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v16i7.12440

Abstract

This study aims to provide a deeper understanding of the influence of brand experience, brand awareness, brand attachment, and brand relationship quality on brand resonance. The population in this research consists of customers of the nail salon "Nails Bycica" located in the Special Region of Yogyakarta. A total of 120 respondents were selected as the sample using a purposive sampling method, in which participants were chosen based on specific criteria relevant to the research objectives. The results of the t-test analysis reveal that brand experience does not have a statistically significant impact on brand resonance. However, the F-test results indicate that, when considered simultaneously, brand experience, brand awareness, brand attachment, and brand relationship quality collectively influence brand resonance in a significant and positive manner. Penelitian ini bertujuan untuk memberikan pemahaman yang lebih mendalam mengenai bagaimana pengalaman merek, kesadaran merek, keterikatan merek, dan kualitas hubungan merek dapat memengaruhi resonansi merek. Adapun populasi dalam penelitian ini terdiri atas pelanggan salon kuku “Nails Bycica” yang berlokasi di Daerah Istimewa Yogyakarta. Jumlah sampel yang digunakan dalam studi ini sebanyak 120 responden, yang dipilih dengan menggunakan metode purposive sampling, yaitu teknik pengambilan sampel berdasarkan kriteria tertentu yang telah ditetapkan oleh peneliti. Hasil pengujian menggunakan uji t menunjukkan bahwa variabel pengalaman merek tidak menunjukkan pengaruh yang signifikan secara statistik terhadap resonansi merek. Meski demikian, uji F yang dilakukan untuk menilai pengaruh secara simultan dari keempat variabel independen menunjukkan bahwa pengalaman merek, kesadaran merek, keterikatan merek, dan kualitas hubungan merek secara bersama-sama berkontribusi terhadap peningkatan resonansi merek.
Co-Authors Chresilou, Chresilou Ningrum, Natalia Ratna