Examining Customer Experience and Brand Engagement as Drivers of Customer Loyalty toward Grab Transportation in Makassar City
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Abstract
This investigation aims to analyse the examining of customer experience and brand engagement on the loyalty of Grab transportation customers in Makassar City using a quantitative approach through questionnaire distribution and multiple linear regression analysis. The regression results show a customer experience coefficient of 0.363 and a brand engagement coefficient of 0.793, indicating a positive effect on customer loyalty. The t-test also proves that customer experience is greatly impacted with a t-value of 7.997 (p = 0.001), and brand engagement is significant with a t-value of 12.866 (p = 0.001). Furthermore, the F test shows the simultaneous effect of both variables with an F count of 118.09 more than the F table of 3.10 (p = 0.001). The coefficient of determination R² of 0.962 indicates that both variables explain 96.2% of the variation in customer loyalty.
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