PENGARUH BRAND IMAGE, BRAND AWARENESS DAN BRAND TRUST TERHADAP BRAND LOYALTY PELANGGAN JASA RUANGGURU DI SEKADAU KALIMANTAN BARAT

PIKI, MARTINUS (2023) PENGARUH BRAND IMAGE, BRAND AWARENESS DAN BRAND TRUST TERHADAP BRAND LOYALTY PELANGGAN JASA RUANGGURU DI SEKADAU KALIMANTAN BARAT. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

Digital development is currently one of the factors that greatly affect various aspects of human life one of the areas of digital-based education such as emerging many new edtech. One of the popular online tutoring in Indonesia today is ruangguru. The space itself crashes every year with the number of users increasing in the last five years. This study is a quantitative research with data collection techniques that use bold quiz dissemination method through google form. The population in this study were ruangguru users in Sekadau, West Kalimantan with a minimum age of 12 years or are struggling with Junior High School Education. This research data was processed using SPSS version 25. The results of data analysis showed that all items of each statement of the variables in the assessment of valid assessment with a value of rhitung > rtabel of 0.2272, all variables reliable assessment with a value of Cronbach Alpha>0.70. The results of P-P normal test Plot that the data used in the study normal distribution. Multicolonearity test results showed no symptoms of multicolonearity between independent variables in the regret model with a tolerance value > 0.10 and VIF < 10. Heteroskedasticity test results showed no symptoms of heteroskedasticity in the regret model because there is no clear pattern and there is a point above and given the number 0 at source Y. the results of multiple linear regression comparison in this study is Y= 0.673 + 0, 171x1 + 0,248x2 + 0,279x3. Brand image, brand awareness and brand trust towards brand loyalty of ruangguru service customers in Sekadau West Kalimantan based on Rsquare adjusted value amounted to 68.9% in the strong Category. The results of the T test data analysis showed that (1) brand image has a significant effect on brand loyalty with thitung 3.462 > ttable 1.99394 and significance 0.001<0.05, (2) brand awareness has a significant effect on brand loyalty with thitung 2.582 > ttable 1.99394 and significance 0.012 < 0.05, (3) Brand Trust has a significant effect on brand loyalty with thitung 2.603 > ttable 1.99394 and significance 0.011 < 0.05.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor INGGAWATI, VINCENTIA RATNA NIDN0711016102 vincentia.ratna@ukdc.ac.id
Uncontrolled Keywords:	Brand Image, Brand Awareness, Brand Trust, Brand Loyalty
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 08:13
Last Modified:	22 Sep 2025 08:13
URI:	http://repositori.ukdc.ac.id/id/eprint/1746

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