PENGARUH BRAND IMAGE DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS PELANGGAN JASA EKSPEDISI JNE DI JAKARTA TIMUR
DOI:
https://doi.org/10.34127/jrlab.v15i2.2319Keywords:
Brand Image, Consumer Satisfaction, Customer LoyaltyAbstract
This study aims to examine the influence of brand image and consumer satisfaction on customer loyalty toward JNE expedition services in East Jakarta. This research employed a quantitative descriptive method, distributing questionnaires via Google Forms through purposive sampling to 150 respondents who use JNE as one of the expedition service providers in East Jakarta. Data analysis was conducted using SPSS 26 to calculate the results of multiple linear regression, t-test, F-test, and coefficient of determination analysis. The findings indicate that, based on the t-test, brand image and consumer satisfaction have a positive effect on customer loyalty toward JNE expedition services in East Jakarta. Based on the multiple regression analysis, brand image and consumer satisfaction influence customer loyalty toward JNE expedition services in East Jakarta by 72%, while the remaining 28% is influenced by other variables not examined in this study.
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