EFFECT OF BRAND TRUST AND BRAND AWARENESS ON GO-JEK CUSTOMER LOYALTY

Abstract

The purpose of this study is to determine the effect of the dimensions or variables, brand trust
and brand awareness to customer loyalty. The research method used survey method using
questionnaires distributed to 100 samples. While quality testing instruments Techniques include
validity and reliability are testing and techniques of data analysis using descriptive analysis and
correlation, while for hypothesis testing using multiple linear regression analysis. The finding
shows that brand trust and brand awareness have significant influence on customer loyalty
simultaneously. The object is able to fulfill the values of the customer's trust and prioritize the
interest of the customer so this will create a sense of customer loyalty toward the subject. Gojek
has been recognized by users until the online taxi bike that first appears in the customer mind is
Gojek so this makes customers use the Gojek services in the long run. Brand trust and brand
awareness are both affect customers loyalty variables, while the remaining 47.9% is influenced
by other factors outside the research variables used.