The Effect of E-Service Quality, Brand Image, and Social Media Marketing Toward Loyalty of Digital Dana Wallet Users in Students Telkom University Bandung
Abstract
This research was conducted to determine the influence of e-service quality, brand image, and social media marketing
on the loyalty of DANA digital wallet users among Telkom University Bandung students. The aim of this research is
to find out and analyze how e-service quality, brand image and social media marketing, both partially and
simultaneously, affect the loyalty of DANA digital wallet users among Telkom University Bandung students. The type
of research used in this research is quantitative research with the sampling technique in this research using accidental
sampling technique. The total sample was 97 students. The analysis techniques used are descriptive statistics and
multiple regression analysis. Based on the research results, e-service quality has a positive and significant influence,
brand image has a positive and significant influence, and social media marketing has a positive and significant
influence. Simultaneously, the variables e-service quality, brand image, and social media marketing have a positive
and significant influence. The conclusion of this research is that the e-service quality and brand image variables of
DANA digital wallet users among Telkom University Bandung students are in the very good category. Meanwhile, the
social media marketing variable is classified as good. Therefore, DANA can improve social media marketing and
maintain its excellent e-service quality and brand image.
Keywords-e service quality, brand image, social media marketing, and loyalty
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