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All Journal Jurnal Inovasi Ekonomi
Nenny Ariani
STIE AMM Mataram and PhD candidate at Diponegoro University
Economics, Econometrics & Finance Social Sciences

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Why does Gojek fail to maintain the Top Brand Award? Maaz Ud Din; Ana Kadarningsih; Nenny Ariani
Jurnal Inovasi Ekonomi Vol. 5 No. 03 (2020): Regular Issue
Publisher : Center for Economics, Business and Entrepreneurship Development Faculty of Economics and Business, Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jiko.v5i03.11343

Abstract

This study aims to understand the factors that cause Gojek to fail to maintain the Top Brand Award status. To answer the research objectives, the study build a conceptual framework with brand images as a mediating variable of service quality, product, promotion, and price on purchasing decisions. The research sample was 100 respondents. Test of research instruments using factor analysis for validity, and Cronbach Alpha for reliability and use multiple linear regression for data analysis. The result of this study found that the failure of Gojek to maintain the status of the Top Brand Award was caused by the company's lack of strengthening the driving variables. The statement is based on the finding that only price having a significant positive effect on brand images, while service quality, product, and promotion are not significant. The result makes the total impact of exogenous variables less optimal in increasing purchasing decisions.
Co-Authors Ana Kadarningsih Kadarningsih Maaz Ud Din