Pengaruh Citra Merek dan Promosi GoFood terhadap Loyalitas Pelanggan
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Abstract
Customer loyalty is a customer's trust to buy a product or service from a certain brand that has gained customer loyalty. Customer loyalty is formed from the repeated use of certain brands which are introduced through various means such as the quality of well-known brands or promotions such as price discounts. This study aims to assess the influence of brand image and specific promotions provided by the online food delivery application feature GoFood on customer loyalty of Mixue consumers in Jakarta. The dependent variable used in this research is customer loyalty and there are two independent variables used, namely brand image and GoFood promotions. The research data was processed using SmartPLS version four software to test the validity and reliability by measuring the inner model and outer model. Purposive sampling technique was used to collect a sample of 100 questionnaire respondents collected through the Google form. The results showed that Mixue's customer loyalty was influenced by 52% by GoFood's brand image and promotion variables.
Loyalitas pelanggan menjadi merupakan kepercayaan pelanggan untuk membeli suatu produk ataupun jasa dari merek tertentu yang telah mendapat loyalitas pelanggannya. Loyalitas pelanggan terbentuk dari penggunaan merek tertentu secara berulang yang diperkenalkan melalui berbagai cara seperti kualitas merek yang ternama maupun promosi seperti potongan harga. Penelitian ini bertujuan untuk menilai pengaruh citra merek dan promosi secara spesifik promosi yang diberikan oleh fitur aplikasi antar pesan makanan online GoFood kepada loyalitas pelanggan konsumen Mixue di Jakarta. Variabel dependen yang digunakan dalam penelitian adalah loyalitas pelanggan dan terdapat dua variabel independen yang digunakan yaitu citra merek dan promosi GoFood. Data penelitian diolah menggunakan software SmartPLS versi empat untuk menguji validitas dan reliabilitas melalui pengukuran inner model serta outer model. Teknik sampling purposif digunakan untuk mengumpulkan sampel 100 responden kuesioner yang dikumpulkan melalui google form. Hasil penelitian menunjukan bahwa loyalitas pelanggan Mixue dipengaruhi sebesar 52% oleh variabel citra merek dan promosi GoFood.
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