THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, AND BRAND TRUST ON BRAND LOYALTY OF THE GRAB APPLICATION IN BATAM CITY

Abstract

Grab, a prominent application platform in Southeast Asia, encounters significant challenges in Indonesia, especially in Batam City. Despite its widespread popularity, a report by Data.ai highlights a decline in Grab downloads in 2023, ranking it fourth among online transportation apps. Additionally, Grab's consumer satisfaction score for ease of use trails behind its competitor Gojek, exacerbating the challenge. Gaining a comprehensive understanding of the factors that influence user loyalty is essential for Grab to improve its marketing strategies and user experience, aiming to attract more customers and sustain its position in a competitive market. This study investigates the relationship between brand awareness, brand image, and brand trust and brand loyalty for the Batam City Grab app. The study uses a quantitative methodology and samples using the Lemeshow formula. One hundred Grab application users in Batam City each received a questionnaire with data about it. The findings show that among Grab users in the area, effectively managing brand awareness, brand image, and brand trust has a significant and beneficial impact on brand loyalty.