Analisis Pengaruh Citra Merek dan Harga Terhadap Loyalitas Pelanggan Aplikasi Grab di Kalangan Mahasiswa Universitas Sumatera Utara

Abstract

This study aims to analyze the influence of Brand Image and Price on Customer Loyalty of the Grab application among students of the Universitas Sumatera Utara. The study used a quantitative approach with a survey method and distributed questionnaires to 100 respondents selected using a non-probability sampling technique with a purposive sampling approach. The results of multiple linear regression analysis indicate that Brand Image and Price partially have a positive and significant effect on Customer Loyalty. Simultaneously, both independent variables also have a positive and significant effect on Grab Customer Loyalty among students of the Universitas Sumatera Utara. This study contributes to the development of marketing strategies in the online transportation sector, especially in maximizing the aspects of Brand Image and Price in strengthening Customer Loyalty. In addition, the results of this study will also enrich the academic literature related to consumer behavior in the online transportation industry in Indonesia.