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All Journal Jurnal Manajemen Terapan dan Keuangan Prosiding PESAT Business and Management Review Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Mirai Management EBSJ Seminar Nasional FISIP Unila Jurnal Ilmiah Manajemen Kesatuan EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Jurnal Bisnis dan Manajemen (JBM) Journal of Social Research Reviu Akuntansi, Manajemen, dan Bisnis Amkop Management Accounting Review (AMAR) International Journal of Asian Business and Management (IJABM) Epaper Bisnis: International Journal Entrepreneurship and Management International Journal of Economics, Business and Innovation Research Harmony Management: International Journal of Management Science and Business
Dorothy R. H. Pandjaitan
Universitas Lampung
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : EBSJ

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An Analysis of Brand Awareness Influence on Purchase Intention in Bandar Lampung City S Online Transportation Service (Study on Y Generation Consumers) Pandjaitan, Dorothy Rouly Haratua
Economics and Business Solutions Journal Vol. 3 No. 2 (2019): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (559.069 KB) | DOI: 10.26623/ebsj.v3i2.1578

Abstract

A brand has a value that is delivered to the consumer. Services are everything that the consumers want to use and enjoy. In the transportation service industry, the best service is to create value services that can attract consumers to use the service. The object of ths study is consumers from the Y Generation. The Y Generation is a society group whose members are 26 years old and above, where the main two factors in relation to their needs is comfort and security. The Go-Jek brand is a well-known transportation services brand throughout Indonesia. The conclusion of this study is the high brand value of Go-Jek brand is increases the intention of using Gojek services especially from the Y Generation consumers. The implication of this study is that Go-Jek Company must utilise Y Generation consumer needs such as comfort and an alternative path for travelling so then the consumer can arrive at the destination faster.
Co-Authors Achmad Yahya Teguh Panuju Azizah, Althaffiani Rosa Dimaz Satritama Alwan Dwi Asri Siti Ambarwati Fidyandini, Hilma Putri Ghin Erza Fortuna Gumay, Elsa Christy Misbah Arbaiah Mudji Rachmat Ramelan Munti Sarida Mutia Amalia Nabila Dafiya Azhar Nanda Destyana Suci Nurul Husna Nuzul Inas Nabila Nuzul Inas Nabila Nuzul Inas Nabila, Nuzul Inas Satria Bangsawan Suci, Nanda Destyana Susanto, Erlans Firman Syauqi, Muhammad Ryan Triana Rospita Andharilla Yuliansyah, Ari