Pengaruh Keterikatan Pelanggan terhadap Kepercayaan Merek Pada Pengguna Aplikasi Gojek

Abstract

Along with advances in technology, there are so many new companies that have emerged and are engaged in the online-based public transportation sector, one of which is Go-Jek. The development of Go-Jek is certainly inseparable from the existence of brand trust felt by customers. Delgado (2003) said that brand trust is a feeling of security that is owned by customers in their interactions with brands based on the perception that brands are reliable and responsible for the interests and walfare of consumers. One of the factors that can affect brand trust is customer engagement. Customer engagement is a level of presence and involvement of customers in terms of physical, emotional, and cognitive in the relationship between the brand and the company (Patterson, 2006). The study aims to examine the effect of customer engagement on brand trust in Go-Jek application users. The subjects in this study were 354 people. The method used in this study is a quantitative method. The sampling technique in this study used a non-probability sampling method with incidental sampling techniques. The data collection method used a Likert. The method of data analysis used a simple regression analysis method. The result is that customer engagement has a positive and significant influence on brand trust in Go-Jek application users by 46,4%. In addition, the results show that customer engagement has a significant effect on brand trust with significance value of 0,000 < 0,05. This result showed that the higher of the customer engagement then the higher level of brand trust in Go-Jek application users. The results of this study are expected to be a reference for further researchers to further research related to the two variables and can be input for companies to be able to increase customer attachment so that brand trust in the company increases.