THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE, AND PROMOTION TOWARDS CUSTOMER LOYALTY, CASE STUDY OF GRAB INDONESIA’S USER IN JABODETABEK

Abstract

This research examined the study of the influence of Service Quality, Brand Image, and Promotion where the variables that used are to prove that the variable has positive impact towards Customer Loyalty. Study Case: Grab Indonesia user in Jabodetabek. Data collection used in this study is questionnaire method. The sample in this study amounted to 160 both female and male that lived in Jabodetabek area and used purposive sampling method. Data and the information in this research examined through quantitative research using Multiple Linear Regression analysis. The result of this data clarified that independent variable of Service Quality and Promotion have significant effect to dependent variable which is Customer Loyalty. For the Brand Image variable clarified that in this study there is no significant effect to customer loyalty. The Service Quality, Brand Image, and Promotion variable are simultaneously effect the customer loyalty with the result of significant value 0.000 that lower than 0.05. The results of adjusted R2 this study is 24.9% means that the dependent variable in this study can be influenced by the independent variables that being meintion here, while the rest 75.1% is influenced from other variables (not being mention in this study). This study has an implication to future researcher, to research more about other variable that could possible effect customer loyalty when doing another research in the future.