Brand Credibility vs Brand Image: A Case Study of Gojek Customers’ Loyalty

DOI

10.2991/assehr.k.201021.012How to use a DOI?

Keywords

Brand Credibility, Brand Image, Customer Loyalty

Abstract

The present study aims to determine the influence of brand credibility on brand image as well as investigate the effect of brand credibility and brand image on the customer loyalty. The study was conducted to Go-Jek brand operated at a district in Indonesia. To achieve the objective, the study utilized descriptive and verificative approach. The study involved 100 respondents who were selected by using purposive sampling technique. The data were collected through library studies and observations. The data were analyzed by using path analysis with the SPSS V20 program. The results showed that the brand credibility affects brand image and partially affects customer loyalty. This shows that the higher the brand’s credibility, the higher the brand image that will form in the minds of customers. Conversely, the lower the brand’s credibility, the lower the brand image that will be inherent in the minds of customers. The results of this study are expected to contribute to further research or become additional information for the academics and the Go-jek company itself.

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  - Rahyuniati Setiawan
AU  - Rohimat Nurhasan
AU  - Ratih Hurriyati
AU  - Lili Adi Wibowo
PY  - 2020
DA  - 2020/10/22
TI  - Brand Credibility vs Brand Image: A Case Study of Gojek Customers’ Loyalty
BT  - Proceedings of the Brawijaya International Conference on Multidisciplinary Sciences and Technology (BICMST 2020)
PB  - Atlantis Press
SP  - 50
EP  - 52
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201021.012
DO  - 10.2991/assehr.k.201021.012
ID  - Setiawan2020
ER  -