PENGARUH BRAND IMAGE, BRAND SATISFACTION DAN BRAND TRUST TERHADAP BRAND LOYALTY FINANCIAL: E-WALLET

Abstract

The number of domestic companies in the fintech industry makes e-wallet applications still the primadonna for cashless solutions in Indonesia. LinkAja is a server-based payment service provider which is a product of PT. Fintek Karya Nusantara (Finarya) and has been registered with Bank Indonesia. With so much e-wallet competition in Indonesia, LinkAja must set effective strategic steps in order to create and grow a positive brand loyalty in the minds of LinkAja users. This study aims to explain the influence of brand image, brand satisfaction, and brand trust on brand loyalty. This research was conducted in Denpasar City with a total sample of 130 respondents with a data collection method in the form of a questionnaire using the Google form. The sample was determined using the purposive sampling method. The data analysis technique used is multiple linear regression with the help of the SPSS program. The results of the analysis show that brand image has a positive and significant effect on brand loyalty, brand satisfaction has a positive and insignificant effect on brand loyalty, brand trust has a positive and significant effect on brand loyalty. Keywords: Brand Image; Brand Satisfaction; Brad Trust; Brand Loyalty