Improving The Loyalty of Online Transport User Trough Brand Image, Brand Awareness and Brand Trust (A Case Study Of Grabbike Customer In The Area Of Jabodetabek)

This study aims to analyze the influence of Brand Image, Brand Awareness and Brand Trust on Loyalty of Grabbike users. The research method used is a quantitative method. The population of this research is all Grabbike consumers. This study uses primary data obtained from 75 respondents with purposive random sampling technique. The data collected from the questionnaires distributed via google form were analyzed using SPSS. The results of the study indicate that Brand Image does not have a significant influence on Loyalty of Grab users. This is supported by the results of the hypothesis test with the value of 1.806, which is < t-table (1.9939), with a significant value of 0.075 or > 0.05. Brand
Awareness does not influence the Loyalty of Grab users. This is evidenced by the results of t-test with the value of - 0.174 < t-table 1.9939, the significant value of 0.862 or > 0.05. Brand Trust partially does not have a positive and significant influence on the Loyalty of Grab users. This is proven by the results of the hypothesis test, the t-test value is 3.076 where, which is > t-table 1.9939, with a significance value of 0.003 or <0.05. Brand Image, Brand Awareness and Brand Trust simultaneously have a positive influence on the Loyalty of Grabbike users. This is evidenced by the calculated F value of 11.385 or >2.73.