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PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA APLIKASI E-WALLET GOPAY (STUDI KASUS GENERASI Z DI KOTA PALEMBANG)

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Penilaian

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This research aims to determine the effect of Brand Image and Brand Trust on Brand Loyalty on the Gopay e-wallet application on generation Z in Palembang City. The research method used is a quantitative method. The data used in this study are primary and secondary data. The sampling technique used is a non-probability sampling technique with a purposive sampling method with a sample size of 100 respondents. The analysis technique used is a multiple linear analysis technique using SPSS Statistics 30 for windows. The results of the t-test and F-test in this study indicate that the brand image and brand trust variables have a positive and significant effect both partially and simultaneously on brand loyalty on the Gopay e-wallet application on generation Z in Palembang City.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002613	T172720	T1727202025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1727202025

Publisher

: Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

vii, 79 hlm.; ill.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen

Specific Detail Info

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Statement of Responsibility

EM

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