Influence of Brand Equity, Awareness, Loyalty, and Trust on Customer Loyalty at PT Gesit Digital Solution
Institut Bisnis Nusantara
Institut Bisnis Nusantara
DOI:
https://doi.org/10.56943/joe.v5i4.1052This study examines the influence of brand equity, brand awareness, brand loyalty, and brand trust on customer loyalty among clients of PT Gesit Digital Solution, a business-to-business digital marketing agency in Jakarta, Indonesia. Data were collected from 79 client companies and analyzed using partial least squares structural equation modeling. The results show that brand loyalty and brand trust each have a positive and significant effect on customer loyalty, while brand equity and brand awareness do not. Together, the four constructs explain 77.8 percent of the variance in customer loyalty, with brand loyalty exerting the strongest influence, followed by brand trust. These findings suggest that in a business-to-business digital agency context, customer loyalty is shaped more by clients' emotional attachment to the brand and confidence in its reliability than by brand image or awareness. The study contributes to the marketing literature by showing that the relative influence of brand-related constructs on customer loyalty varies between business-to-business and business-to-consumer contexts. Practically, digital agencies seeking to strengthen client retention should prioritize building trust and loyalty through consistent service quality, transparent communication, and reliable long-term cooperation, rather than relying primarily on brand-image strategies. Future research should extend this study to a larger sample of digital agencies and examine additional predictors such as customer satisfaction and relationship quality.
Keywords: Brand Awareness Brand Equity Brand Loyalty Brand Trust Customer Loyalty
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