The Influence of Brand Images on Customer Loyalty (Study of University Students Using Ticket.com Applications)

The internet is not only used for work and education but is also getting closer to daily needs. This caused a change in the use of smartphones that only used phone calls and sending messages but was now used for practicality through Onlinebased applications. Tiket.com is an Online ticket purchase application. This study aims to determine the effect of Tiket.com's brand image on customer loyalty by using marketing communication theory with the concept of brand image variables and customer loyalty. This research uses quantitative methods by testing the research hypothesis through data analysis using validity, reliability, regression analysis, hypothesis testing and coefficient of determination R2, respondents of this study were 80 students in West Jakarta. The results showed that Ha was accepted, which means there was a positive and significant influence of brand image on customer loyalty as well as and the occurrence of a strong relationship between Brand Image (X) on customer loyalty of 0.700 or 70% on customer loyalty (Y) among West Jakarta students and other factors influence 30%.