Analyzing the Brand Activation, Switching Barriers, and Customer Satisfaction on Brand Loyalty (Case Study of OVO Payment Application Users)

Authors

  • Akbar Surya Wibowo, HeryMargono*

Abstract

: The purpose of this study is to analyze the effect of Brand Activation, Switching
Barrier, Brand awareness, and consumer satisfaction on the Brand Loyalty of OVO payment
Products. This is an explanatory research that emphasizes the relationship of research
variables by descriptively testing the hypothesis while focusing on the relationship between
variables. The study was carried out by examining the effect of brand activation (X1),
switching barrier (X2), customer satisfaction (X3), and the moderating variable of brand
awareness (X4) on brand loyalty as the dependent variable. The results showed that Brand
Activation, Switching Barriers, and Consumer Satisfaction play a significant influence on
Brand Loyalty, while brand awareness mediates the relationship between Brand Activation
and Switching Barriers to Brand Loyalty. In addition, Brand awareness does not mediate or
affect the relationship between customer satisfaction and Brand Loyalty, which is influenced
by several factors. The results also showed that millennial customers pay attention to the
activities carried out by a brand. Furthermore, the quality of goods and services need to
satisfy the OVO payment products and used to obtain ideas and contribution to increase
OVO Digital Wallet Loyalty.

Published

2020-06-30

Issue

Section

Articles