Analisis Loyalitas Merek (Brand Loyalty) Pada Mahasiswa Universitas Islam Riau Pengguna Aplikasi Pembayaran Digital Gopay

Maulana, Gebyar Rizky (2021) Analisis Loyalitas Merek (Brand Loyalty) Pada Mahasiswa Universitas Islam Riau Pengguna Aplikasi Pembayaran Digital Gopay. Other thesis, Universitas Islam Riau.

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Abstract

This research is motivated by the desire to find out Brand Loyalty Analysis in Universitas Islam Riau Students who use the Gopay Digital Payment Application. (Brand Loyalty) here is one of the behaviors of buyers or customers that is repeated regularly to buy between goods or services. (Brand Loyalty) also has several types that affect the running of an application including the following: Without Loyalty, Weak Loyalty, Hidden Loyalty and Premium Loyalty. This type of research conducted by researchers is a type of qualitative descriptive research with interview, observation and documentation data. In this study, researchers emphasize here to see the use of Gopay by students when using the Gojek application service so that researchers can analyze Brand Loyalty in Universitas Islam Riau Students who use Gopay Digital Payment Applications. The results of the study show that in this study there are several types (Brand Loyalty) that affect the presence of Gopay services, namely the absence of Loyalty, Weak Loyalty, Hidden Loyalty and Premium Loyalty, from the types that exist in (Brand Loyalty) most students who tend to use Gopay services when using the Gojek application to facilitate transactions made by students with other parties.

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