Jurnal Cakrawala Ilmiah
Vol. 2 No. 5: Januari 2023

KEPUASAN KONSUMEN TERHADAP LAYANAN GOJEK MELALUI CITRA MEREK DAN HARGA SEBAGAI VARIABEL INTERVENING

Sri Ndaru Arthawati (Universitas Sultan Ageng Tirtayasa)

Article Info

Publish Date
13 Jan 2023

Abstract

The purpose of this study is to determine the influence of brand image and price to user satisfaction through the decision to use as intervening variable. Quantitative analysis method is used in this resecrh. Methods of data collection is using questionnaires with 100 respondents. Sampling technique is using accidental sampling method with criteria of respondents is students of Sultan Ageng Tirtayasa University who have used Go-Jek more than 3 times. The data used in this study is the primary data. Data analysis is using path analysis with SPSS program version 22 and Sobel Test. The statistical test shows that the brand image has a positive and significant impact on user satisfaction, but the price has no significant and positive effect on user satisfaction. Brand image and price variable have positive and significant influence on decision to used the service. Path analysis shows that the decision to use the service as intervening variable can not mediate the relationship of brand image and price to satisfaction.

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Cakrawala Ilmiah
Website

Abbrev

JCI

Publisher

bajang Institute

Subject

Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

Description

Digitalisasi eknomi menembus batas wilayah negara dan kedaulatan ekonomi yang dapat saja menjadi peluang atau ancaman. Digitalisasi tidak bisa dihindari, tetap permsalahan utamanya adalah bagaimana negara ini harus dapat merumuskan kebijakan agar masyarakat kita jangan hanya menjadi sapi perahan ...