ANALYSIS OF CONSUMER PERCEPTION AND BRAND IMAGE TO CONSUMER LOYALTY BY ONLINE-BASED TRAVEL APP

Enny Diah  Astuti; Sri  Hastuti

doi:10.53067/ijomral.v1i3.28

Authors

Enny Diah Astuti Politeknik LP3I Jakarta, Indonesia
Sri Hastuti Politeknik LP3I Jakarta, Indonesia

DOI:

https://doi.org/10.53067/ijomral.v1i3.28

Keywords:

Consumer Loyalty, Brand Image, Consumer Perception

Abstract

This research aims to find out and analyze consumer perception and brand image towards consumer loyalty simultaneously in online travel application customers. The type of research used is a quantitative approach. The study results show that consumer perception partially affects consumer loyalty in online-based travel applications. Brand image partially affects consumer loyalty in online-based travel applications. Consumer perception and brand image simultaneously affect consumer loyalty in online-based travel applications. The ability of price variables and brand image can explain the variation of consumer loyalty by 64.2%. Other variables explain the remaining 35.8% outside of research that other researchers can develop later.

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