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All Journal JURNAL SAINS PEMASARAN INDONESIA Journal of Islamic Monetary Economics and Finance
Nugraha, Septy Setia
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Economics, Econometrics & Finance Education

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Journal : JURNAL SAINS PEMASARAN INDONESIA

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THE EFFECT OF PRICE PERCEPTION AND SERVICE QUALITY ON BRAND IMAGE FOR IMPROVING INTEREST IN USING GO-JEK (Study On GO-JEK In Semarang City) Nugraha, Septy Setia
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 17, No 1 (2018): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (271.038 KB) | DOI: 10.14710/jspi.v17i1.53-62

Abstract

This research is conducted to test how big influence of price perception and service quality to brand image in increasing interest to use go-jek.  Samples were taken from the company's services go-jek number of 110 respondents, Structural Equation Modeling (SEM) was run by AMOS software, was used to analyze the data obtained, the analysis shows that the perception of price and service quality has a positive effect on the image of the brand in increasing interest in using. The most dominant variable in influencing interest in using with the mediation of brand image is the perception of price and service quality. The suggested implications are that the mock companies are able to create a brand image through competitive prices, easy payment systems and improved service quality
Co-Authors ANANDA SETIAWAN Galuh Tri Pambekti Khoirunnisa, Annes Nisrina Yusfiarto, Rizaldi