skip to main content

The Influence of Brand Equity, Brand Experience, and Brand Reputation on Brand Loyalty (Study of DANA E-Wallet Application users in Semarang City)

*Teta Kirana Pangestika  -  Master of Management, Universitas Diponegoro, Indonesia
Farida Indriani  -  Master of Management, Universitas Diponegoro, Indonesia

Citation Format:
Abstract
The increasingly rapid development of technology has an impact on the use of e-wallet transactions. E-wallet is an innovation supported by technological developments as a digital wallet that can be accessed easily and cheaply. One e-wallet that is often used by people is DANA. This application provides many benefits to its users such as providing free transfer services and payments to various other platforms. The aim of this research is to determine the influence of brand equity, brand experience and brand reputation on brand loyalty among DANA e-wallet users. The method used in this research is a quantitative method with a sample of 100 respondents. The data analysis method used is multiple linear regression analysis. The results of this research show that brand equity has a significant influence on brand loyalty as evidenced by the calculated t value being greater than the t table (8.011>1.660). Likewise, brand experience has a significant influence on brand loyalty as evidenced by the calculated t value being greater than the t table (4.004>1.660). The influence of independent variables such as brand equity and brand experience simultaneously influences dependent variables such as brand loyalty by 73%, while 27% is influenced by factors not discussed in this research.
Fulltext View|Download
Keywords: brand equity, brand experience, brand loyalty, e-wallet

Article Metrics:

  1. Amoroso, & Prawoto. (2011).Capital Markets in Indonesia. Salemba Four
  2. Amoroso, D.L. and Gardner, C., (2004), development of an Instrument to Measure the Acceptance of Internet Technology by Consumer., Proceedings of the 37th Hawaii International Conference on System Science
  3. Cao, Z. (2022). Brand equity, warranty costs, and firm value. International Journal of Research in Marketing, xxxx. https://doi.org/10.1016/j.ijresmar.2022.02.002
  4. Desmala, Sara. (2020). Analysis of the Use of Electronic Money as a Means of Payment (Case Study of BRT Trans Semarang). Thesis, Faculty of Economics and Islamic Business, Walisongo State Islamic University, Semarang
  5. Gumiwang, R. (2019).DANA Streaks Under Gopay and OVO Domination. Tirto.Id. Kotler, P., & Keller, K. L. (2016).Marketing Management (15th Editi). Pearson Pretice Hall, Inc
  6. Gumiwang, R. (2019, May 27). Retrieved from https://tirto.id/waspada-jebakan-imingiming-pay-later-bagi-milenial-d5kJ
  7. Kotler and Keller. 2014. Marketing Management. Volume I. 13th Edition. Jakarta: Erlangga
  8. Rehmet, J., & Dinnie, K. (2013). Citizen brand ambassadors: Motivations and perceived effects. Journal of Destination Marketing and Management, 2(1), 31–38. https://doi.org/10.1016/j.jdmm.2013.02.001
  9. Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Hellion, 8(4), e09266. https://doi.org/10.1016/j.heliyon.2022.e09266

Last update:

No citation recorded.

Last update: 2024-04-14 16:11:08

No citation recorded.