Pengaruh Customer Experience Terhadap Brand Image Pada Aplikasi Linkaja

Nanda Amelya Rahayu, Martha Tri Lestari

Abstract

Abstrak Penelitian ini didasarkan adanya fenomena terkait banyaknya keluhan pelanggan pada aplikasi LinkAja di berbagai forum; diantaranya mengenai promo cashback, saldo terpotong, gagal upgrade, pelayanan yang tidak sesuai, dan meragukan kesiapan LinkAja saat diluncurkan. Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh antara customer experience terhadap brand image pada Aplikasi LinkAja. Penelitian ini menggunakan variabel independen atau customer experience yaitu sense, feel, think, act, dan relate. Variabel dependen atau brand image yaitu brand identity, brand personality, brand association, brand attitude and behavior, brand benefit and competence. Jenis penelitian ini termasuk penelitian deskriptif dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah para pengguna aplikasi LinkAja yang sedang atau pernah menggunakan aplikasi tersebut dan menggunakan sampel yang berjumlah 100 responden dengan teknik purposive sampling. Teknik analisis data yang dilakukan terdiri dari uji normalitas, koefisien determinasi, analisis regresi linear sederhana, dan pengujian hipotesis. Pengujian hipotesis dilakukan menggunakan uji t, diketahui nilai thitung sebesar (18,161) > ttabel (1,984), maka H0 ditolak dan H1 diterima yang artinya terdapat pengaruh antara customer experience terhadap brand image. Nilai koefisien determinasi (r) sebesar 77,1% dan dapat diartikan bahwa customer experience memberikan pengaruh yang positif, kuat, dan signifikan terhadap brand image sebesar 77,1% dan sisanya sebesar 22,9% dipengaruhi oleh variabel lain. Disarankan dalam penelitian ini dapat menjadi rujukan dan literatur agar penelitian selanjutnya dapat menggunakan variabel berbeda, mengambil sampel non LinkAja melalui sudut pandang yang berbeda ataupun menggunakan metode dan teknik analisis data yang berbeda agar dapat menghasilkan penelitian yang beragam dan bermanfaat. Kata Kunci: Brand Image, Customer Experience, LinkAja Abstract This research is based on a phenomenon related to the number of customer complaints on the LinkAja application in various forums; including cashback promos, cut balances, failed upgrades, inappropriate services, and doubts about LinkAja's readiness when it was launched. The purpose of this study was to determine how much influence the customer experience has on the brand image of the LinkAja application. This study uses independent variables or customer experience, namely sense, feel, think, act, and relate. The dependent variable or brand image is brand identity, brand personality, brand association, brand attitude and behavior, brand benefits and competence. This type of research is a descriptive study using a quantitative approach. The population in this study were users of the LinkAja application who are currently or have used the application and used a sample of 100 respondents with a purposive sampling technique. The data analysis technique consisted of normality test, coefficient of determination, simple linear regression analysis, and hypothesis testing. Hypothesis testing is done using the t test, it is known that the value of t count is (18.161)> t table (1.984), then H0 is rejected and H1 is accepted, which means that there is an influence between customer experience on brand image. The coefficient of determination (r) is 77.1% and it means that customer experience has a positive, strong, and significant impact on brand image of 77.1% and the remaining 22.9% is influenced by other variables. It is recommended that this study be a reference and literature so that further research can use different variables, take non-LinkAja samples from a different point of view or use different data analysis methods and techniques in order to produce diverse and useful research. Keywords: Brand Image, Customer Experience, LinkAja

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