This research aims to find out and analyze consumer perception and brand image towards consumer loyalty simultaneously in online travel application customers. The type of research used is a quantitative approach. The study results show that consumer perception partially affects consumer loyalty in online-based travel applications. Brand image partially affects consumer loyalty in online-based travel applications. Consumer perception and brand image simultaneously affect consumer loyalty in online-based travel applications. The ability of price variables and brand image can explain the variation of consumer loyalty by 64.2%. Other variables explain the remaining 35.8% outside of research that other researchers can develop later.
CITATION STYLE
Astuti, E. D., & Hastuti, S. (2022). ANALYSIS OF CONSUMER PERCEPTION AND BRAND IMAGE TO CONSUMER LOYALTY BY ONLINE-BASED TRAVEL APP. International Journal of Multidisciplinary Research and Literature, 1(3), 274–283. https://doi.org/10.53067/ijomral.v1i3.28
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