Open AccessPengaruh Citra Merek, Brand Trust dan Brand Awareness terhadap Loyalitas Merek Aplikasi Investasi Reksadana Bibit.id di Kalangan Generasi Z
Author(s) -
Nicolas Jefuna,
Rezi Erdiansyah
Publication year - 2022
Publication title -
kiwari
Language(s) - English
Resource type - Journals
ISSN - 2827-8763
DOI - 10.24912/ki.v1i1.15593
Subject(s) - nonprobability sampling , business , advertising , brand image , business administration , test (biology) , investment (military) , psychology , sociology , political science , botany , population , demography , biology , politics , law
The development of technology and a wide variety of innovations which he carried , it can also increase the competition in the market. Lifestyle change is utilized by PT. Seeds Grow Together to raise awareness for the younger generation to start investing shaped mutual Funds.This study discusses the result from brand awareness, brand trust and brand image on brand loyalty for investment application of Bibit.id mutual funds among generation z. The research method used is a quantitative method using questionnaires as a data collection technique. The sampling method that the researcher is using are purposive sampling technique. The researcher determined 100 people / respondents as samples. The proving for the data validity was tested using reliability and also validity tests, and as data analysis using dual linear regression test, f test, t test, correlation test and determination with IBM SPSS v25 application. The final results of the study proves that Ha are accepted which means that brand awareness, brand trust and brand image have a significant effect on brand loyalty of Bibit.id mutual fund investment application among generation z.Berkembangnya teknologi dan berbagai macam inovasi yang dibawanya, hal ini juga dapat meningkatkan persaingan di pasar. Perubahan gaya hidup ini dimanfaatkan oleh PT. Bibit Tumbuh Bersama untuk meningkatkan kesadaran bagi generasi muda untuk mulai berinvestasi berbentuk Reksadana. Penelitian ini membahas mengenai pengaruh citra merek, brand trust dan brand awareness terhadap loyalitas merek aplikasi investasi reksa dana Bibit.id di kalangan generasi z. Metode kuantitatif menjadi pilihan untuk penelitian ini dengan teknik pengumpulan data menggunaka kuisioner. Purposive sampling menjadi pilihan yang tepat untuk menentukan sampel. Peneliti menetapkan 100 responden sebagai sampel. Keabsahan data diuji menggunakan uji reabilitas serta uji validitas, teknik analisis data yang akan digunakan peneliti adalah uji f, uji regresi linear berganda, uji t, uji korelasi menggunakan software IBM SPSS v25. Hasil dari penelitian membuktikan bahwa Ha diterima, yang berarti bahwa citra merek, brand trust dan brand awareness berpengaruh secara signifikan terhadap loyalitas merek aplikasi investasi reksadana Bibit.id di kalangan generasi z.