SIDIK, MUHAMAD IHSAN (2025) PENGARUH BRAND EQUITY TERHADAP LOYALITAS PELANGGAN PT TIKI JALUR NUGRAHA EKAKURIR (JNE) BANDUNG (TA.6.25.024). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
![[img]](https://eprints.ulbi.ac.id/style/images/fileicons/text.png) |
Text
MUHAMAD IHSAN SIDIK_643220040.pdf - Published Version Restricted to Registered users only Download (4MB) |
Abstract
ABSTRAK Industri logistik di Indonesia mengalami pertumbuhan pesat seiring perkembangan e-commerce, digitalisasi layanan, dan peningkatan kebutuhan distribusi barang. Persaingan yang semakin ketat membuat perusahaan logistik seperti PT TIKI Jalur Nugraha Ekakurir (JNE) harus menjaga kekuatan merek (brand equity) untuk mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui (1) penilaian responden terhadap brand equity JNE, (2) penilaian responden terhadap loyalitas pelanggan JNE, dan (3) pengaruh brand equity terhadap loyalitas pelanggan JNE di Kota Bandung. Metode yang digunakan adalah penelitian kuantitatif dengan pendekatan deskriptif asosiatif. Data primer diperoleh melalui kuesioner kepada 100 responden yang merupakan pelanggan JNE di Kota Bandung. Instrumen diuji validitas dan reliabilitasnya, serta dianalisis menggunakan statistik deskriptif, regresi linier sederhana, uji t, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa brand equity JNE berada pada kategori sangat baik, begitu pula loyalitas pelanggan. Brand equity berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan kontribusi sebesar 30,5%, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Kesimpulan dari penelitian ini adalah brand equity memiliki pengaruh yang signifikan terhadap loyalitas pelanggan. Saran yang diberikan adalah JNE perlu terus memperkuat dimensi brand equity, meningkatkan kualitas layanan, dan mempertimbangkan variabel lain seperti kepuasan pelanggan dan harga untuk penelitian selanjutnya. Kata Kunci: Brand Equity, Loyalitas Pelanggan, JNE, Ekuitas Merek. xi Universitas Logistik dan Bisnis Internasional ABSTRACT The logistics industry in Indonesia has experienced rapid growth along with the development of e-commerce, service digitalization, and the increasing need for goods distribution. The increasingly competitive market requires logistics companies such as PT TIKI Jalur Nugraha Ekakurir (JNE) to maintain strong brand equity in order to sustain customer loyalty. This study aims to determine (1) respondents’ assessment of JNE’s brand equity, (2) respondents’ assessment of JNE’s customer loyalty, and (3) the effect of brand equity on customer loyalty in Bandung City. The research employed a quantitative approach with a descriptive-associative method. Primary data were collected through questionnaires distributed to 100 respondents who are JNE customers in Bandung. The research instrument was tested for validity and reliability, and the data were analyzed using descriptive statistics, simple linear regression, t-test, and the coefficient of determination (R²). The results show that JNE’s brand equity is in the “very high” category, as is customer loyalty. Brand equity has a positive and significant effect on customer loyalty, contributing 30.5%, while the remaining 69.5% is influenced by other factors beyond this study. The conclusion is that the higher the brand equity JNE possesses. The suggestion given is that JNE needs to continue to strengthen the brand equity dimension, improve service quality, and consider other variables such as customer satisfaction and price for further research. Keywords: Brand Equity, Customer Loyalty, JNE, Brand Value
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Manajemen Pemasaran D3 |
| Depositing User: | PKL TIGA TIGA |
| Date Deposited: | 22 Jul 2026 07:58 |
| Last Modified: | 22 Jul 2026 07:58 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4170 |
Actions (login required)
 |
View Item |
