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All Journal Visioner : Jurnal Manajemen dan Bisnis
Maulana, Ade Agus Putra
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Pengaruh Harga, Brand Image dan Brand Awareness Terhadap Keputusan Penggunaan Layanan Jasa Transportasi Online InDrive di Balikpapan Fitriana, Fitriana; Maulana, Ade Agus Putra; Septyarini, Dewi Nur
Visioner : Jurnal Manajemen dan Bisnis Vol 14 No 01 (2025): VISIONER: JURNAL MANAJEMEN DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Balikpapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52630/jmbv.v14.i01.102

Abstract

This study aims to examine the influence of price, brand image and brand awareness on the decision to use InDrive online motorcycle taxi in Balikpapan partially and simultaneously. The study’s sample consisted of 96 individuals who had used Balikpapan’s InDrive online motorbike taxi service. This research utilizes multiple linear regression analysis as the analytical approach. According to the partial test results price had neither a negative or insignificant effect on the use decision obtained tcount value of -1.070 <  ttable 1.661 and a significance value of 0.287 > 0.05. Brand image positively and significantly influences use decisions, obtained tcount  value of 4.490 > from ttable 1.661 and a significance value of 0.000 < 0.05. Brand awareness contributes positively and significantly on use decisions, obtained tcount  is 6,734 > from ttable 1.661 and the significance value is 0.000 < 0.05. Simultaneously, the price, brand image,  brand awareness significantly influence the decision to use, obtained  Fcount is 84.271 > Ftable 2.70 and the significance value is 0.000 < 0.05.
Co-Authors Fitriana Fitriana Septyarini, Dewi Nur