Konsekuensi dari Brand Logo Typeface pada Merek Aplikasi Transportasi Online

Authors

  • Farah Zhafirah Yasmin Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.12970

Keywords:

Brand Logo Typeface, Brand Attitude, Consumer Satisfaction, Brand Preference serta Purchase Intentions

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran brand logo typeface, brand attitude, consumer satisfaction, dan brand preference terhadap purchase intentions di kalangan konsumen yang menggunakan atau memakai merek aplikasi transportasi online di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 160 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Brand logo typeface tidak berpengaruh positif terhadap brand attitude, (2) Brand logo typeface berpengaruh positif terhadap customer satisfaction, (3) Brand attitude berpengaruh positif terhadap brand preference, (4) Customer satisfaction tidak berpengaruh positif terhadap brand preference, (5) Customer satisfaction berpengaruh positif terhadap brand attitude, (6) Brand attitude tidak berpengaruh positif terhadap purchase intentions, (7) Brand preference berpengaruh positif terhadap purchase intention, dan (8) Customer satisfaction berpengaruh positif terhadap purchase intention.

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Published

19-01-2024

How to Cite

Yasmin, F. Z., & Arafah, W. (2024). Konsekuensi dari Brand Logo Typeface pada Merek Aplikasi Transportasi Online. Jurnal Pendidikan Tambusai, 8(1), 3701–3709. https://doi.org/10.31004/jptam.v8i1.12970

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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