The Influence of Brand Images on Customer Loyalty (Study of University Students Using Ticket.com Applications)

DOI

10.2991/assehr.k.201209.087How to use a DOI?

Keywords

Brand Image, Customer Loyalty

Abstract

The internet is not only used for work and education but is also getting closer to daily needs. This caused a change in the use of smartphones that only used phone calls and sending messages but was now used for practicality through Online- based applications. Tiket.com is an Online ticket purchase application. This study aims to determine the effect of Tiket.com’s brand image on customer loyalty by using marketing communication theory with the concept of brand image variables and customer loyalty. This research uses quantitative methods by testing the research hypothesis through data analysis using validity, reliability, regression analysis, hypothesis testing and coefficient of determination R2, respondents of this study were 80 students in West Jakarta. The results showed that Ha was accepted, which means there was a positive and significant influence of brand image on customer loyalty as well as and the occurrence of a strong relationship between Brand Image (X) on customer loyalty of 0.700 or 70% on customer loyalty (Y) among West Jakarta students and other factors influence 30%.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Daisy Carissa
AU  - Riris Loisa
PY  - 2020
DA  - 2020/12/12
TI  - The Influence of Brand Images on Customer Loyalty (Study of University Students Using Ticket.com Applications)
BT  - Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
PB  - Atlantis Press
SP  - 566
EP  - 571
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201209.087
DO  - 10.2991/assehr.k.201209.087
ID  - Carissa2020
ER  -