Pengaruh Perceived Value dan Brand Experience terhadap Brand Loyalty pada Pengguna Aplikasi Dana (Studi pada Pengguna Dana di Simalungun)

Abstract

The rapid development of financial technology has led to various innovations to make it easier for humans, one of which is electronic money. The volume and value of electronic money transactions in Indonesia always increases from year to year, this is inseparable from the presence of the E-wallet application in Indonesia. The increasing demand for the use of E-wallet in Indonesia requires companies to always provide the best service. Companies must be able to understand the needs needed by users to be loyal to the brand. It is important for companies to pay attention to the perceived value and brand experience of their users so that users have a good perception and experience of the services provided. This study aims to analyze how the influence of perceived value and brand experience on brand loyalty to DANA application users in Simalungun. The effect of the related variables, namely perceived value and brand experience, will be analyzed partially and simultaneously to increase brand loyalty. This research uses quantitative research with associative approach. Sampling using purposive sampling technique using 100 respondents as the research sample. Primary data in this study were obtained from distributing questionnaires through google form, and secondary data obtained through literature study. The analytical method used is validity test, classical assumption test, reliability test, multiple linear regression analysis and hypothesis testing. The results showed that the perceived value variable (X1) and the brand experience variable (X2) partially had a significant effect on brand loyalty. Based on the coefficient of determination test, the R2 value is 0.462, which means the effect of perceived value and brand experience on brand loyalty of DANA application users in Simalungun is 46.2% while the remaining 53.8% is influenced by other factors not explained in this study.