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All Journal Prologia
Viola Natalia
Universitas Tarumanagara
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Rebranding dan Kualitas Layanan terhadap Brand Image GOJEK Viola Natalia; Rezi Erdiansyah
Prologia Vol 4, No 2 (2020): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v4i2.6481

Abstract

The aim of this research is to measure the effect of rebranding and service quality on GOJEK brand image in Jakarta. The primary data was collected through questionnaires to 155 respondents who ever used GOJEK services in Jakarta. The data was analysed using Structural Equation Modeling (SEM) with the LISREL 8.70 application. This research consisted of 31 statements. Based on the results of this research that rebranding and service quality positively and significantly affect the brand image of GOJEK. From the two of independent variables in this research show that service quality had the most influential on GOJEK brand image compared to rebranding.Penelitian ini bertujuan untuk mengukur pengaruh rebranding dan kualitas layanan terhadap Brand Image GOJEK di Jakarta. Data primer dikumpulkan melalui penyebaran kuesioner kepada 155 responden yang pernah menggunakan jasa layanan GOJEK di Jakarta. Analisis data menggunakan Structural Equation Modeling (SEM) dengan aplikasi LISREL 8.70. Penelitian ini terdiri dari 31 butir pernyataan. Hasil penelitian menghasilkan, bahwa terdapat pengaruh positif dan signifikan rebranding dan kualitas layanan terhadap brand image GOJEK. Dari kedua variabel independen yang digunakan dalam penelitian ini, dihasilkan bahwa kualitas layanan memberikan pengaruh lebih besar dibandingkan rebranding terhadap brand image GOJEK.
Co-Authors Rezi Erdiansyah