ABSTRACT
In’s today digitalitation era, there is competition in the transportation industries especially in taxy transportation in Jakarta and surrounding areas is increasingly tight. Coupled with such rapid technological developments that encourage the rise of online applications that utilize digital technology in the taxi business. In answering this challenge, Blue Bird taxi management needs to maintain Blue Bird taxi customer loyalty by ensuring that brand image and customer satisfaction are maintained.
The purpose of this research is to find out whether Blue Bird taxi customer loyalty is influenced by brand image and Blue bird customer satisfaction. The study was conducted by distributing questionnaires to 129 respondents. Sampling using judgment sampling or purposive sampling technique is sampling with consideration that the selected sampling understands the object of research.
In the instrument test that is testing the validity and reliability of the questions posed to 30 respondents both on the independent variable (brand image and customer satisfaction) and the dependent variable (customer loyalty) shows valid and reliable results. The results showed that the respondent’s response was both the brand image variable (X1) and customer satisfaction with the same average value of 3.9. While the variable customer loyalty (Y) with an average value of 3.2 or with enough categories. The contribution of influence from independent variables (brand image and customer satisfaction) to the dependent variable (customer loyalty) is 60.2% while 39.8% is influenced by factors outside the research. The relationship between variables both partially and simultaneously shows the significant influence of the variable brand image (x1) and customer satisfaction (X2) on customer loyalty (Y) with the significance value on the T test is 0.006 and 0.001 above 0.05.
Key words :
Competition, Taxi, brand image, customer satisfaction and customer loyalty.