Vol. 8 (03) pp. 557-566 DOI: 10.21474/IJAR01/10664

ANALYSIS OF THE INFLUENCE OF PRICE, SERVICE QUALITY, AND BRAND IMAGE TOWARDS BUYING DECISIONS IN GOJEK APPLICATION (CASE STUDY IN JATIRANGGON, BEKASI)

  • Universitas Mercubuana.
56 Downloads 292 Views
Crossref

Download Full Paper (PDF)

Abstract

The development of the society forces people to travel more, either to go to work or to do other things. This makes transportation very necessary. Several parties try to offer solutions to give people alternative transportation modes, including Gojek. The aim of this research is to investigate whether price, service quality, and brand image have any influence of customers buying decision to use Gojek. The samples for this research were taken from people in Jatiranggon, Bekasi. The method used to gather data was survey with questionnaire, and the data was analysed using SPSS 24, with path analysis method. The results showed that service quality and brand image have significant influence on customers buying decision, while price does not.

Keywords

Article Analytics

References

  1. Aaker, D.A. (1991). Managing Brand Equity. New York: John Wiley & Sons Inc.
  2. Arslan, M. & Zaman. R. (2014). Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan. Research on Humanities and Social Sciences, 4 (22).
  3. Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
  4. Hamid, F.Z., Siambaton, E., & Yanuar, M.K. (2016). Pengaruh Kualitas Pelayanan Jasa Terhadap Keputusan Pembelian Pada Pengguna Jasa Ojek Online Go-Jek (Studi Kasus Di Politeknik Negeri Jakarta Jurusan Administrasi Bisnis). Epigram, 13(1).
  5. Kotler, P., Armstrong, G., & Cunningham, M. H. (2005). Principles of marketing. Toronto: Pearson Prentice Hall.
  6. Kotler, P., Keller., Lane, K. (2012 ). Marketing Management (14th Global Ed). New Jersey: Printice Hall.
  7. Lovelock, C.H. & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy (7th ed.). Boston: Pearson.
  8. M, (2013). Analisis Pengaruh Citra Merek, Persepsi Harga, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian Blackberry di Kota Semarang. (Bachelors thesis, Universitas Diponegoro, Semarang, Indonesia). Retrieved from http://eprints.undip.ac.id/40156/1/MARGIYANTO.pdf
  9. Musay, F.P. (2013). Pengaruh Brand Image Terhadap Keputusan Pembelian (Survei Pada Konsumen KFC Kawi Malang). Jurnal Administrasi Bisnis. 3(2).
  10. Nugraha, S.S. (2017). Pengaruh Persepsi Harga Dan Kualitas Pelayanan Terhadap Citra Merek Dalam Meningkatkan Minat Menggunakan Go-Jek (Studi Pada Go-Jek Di Kota Semarang). (Masters thesis, Universitas Diponegoro, Semarang, Indonesia). Retrieved from http://eprints.undip.ac.id/58424/
  11. R. (2018). Pengaruh Kepercayaan, Kualitas Pelayanan, Harga Dan Promosi Terhadap Keputusan Pembelian Jasa Taksi Online Go-Car di Kota Solo. (Bachelors thesis, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia). Retrieved from http://eprints.ums.ac.id/66788/
  12. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, 49(3), pp. 41-50.
  13. Pratama, R.A. (2018). Analisis Pengaruh Citra Merek, Persepsi Harga Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi Pada Pelanggan Go-Jek Di Kota Semarang). (Bachelors thesis, Universitas Diponegoro). Retrieved from http://eprints.undip.ac.id/65896/1/06_PRATAMA.pdf
  14. Putra, E.P (2015, January 9). Polda Metro: Kendaraan Bermotor di Jakarta Bertambah 6.000 per Hari. Republika. Retrieved from https://www.republika.co.id\
  15. Rizan, M., Yulianti,D., & Rahmi. (2015). The Influence of Price and Service Quality of Brand Image and Its Impact on Customer Satisfaction Gojek (Students Study On A State University Of Jakarta). Jurnal Riset Manajemen Sains Indonesia (JRMSI), 6(2), pp. 639-568.
  16. Rutherford, R.,(1993). Statistical Model For Causal Analysis. New York: John Wiley and Sons Inc.
  17. Strickland, J. (2012). Discrete Event Simulation Using ExtendSim 8. Colorado Springs, CO: Lulu.Inc.
  18. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung : Alfabeta
  19. Suwarman, U. (2010). Perilaku Konsumen. Bogor: Ghalia Indonesia.
  20. Tandjung, J.W. (2004). Marketing Management : Pendekatan Pada Nilai-Nilai Pelanggan (2nd ed.). Malang: Bayumedia Publishing.
  21. Tjiptono, F. (2012). Strategi Pemasaran (3rd ed.). Yogyakarta: Andi.

How to Cite This Article

Devina Wulandari (2020); ANALYSIS OF THE INFLUENCE OF PRICE, SERVICE QUALITY, AND BRAND IMAGE TOWARDS BUYING DECISIONS IN GOJEK APPLICATION (CASE STUDY IN JATIRANGGON, BEKASI), Int. J. of Adv. Res., 8 (03), 557-566, ISSN 2320-5407. DOI: https://doi.org/10.21474/IJAR01/10664

Corresponding Author

DEVINA WULANDARI
UNIVERSITAS MERCU BUANA
Creative Commons Attribution 4.0 This work is licensed under a Creative Commons Attribution 4.0 International License.