<![CDATA[In the digital age, e-commerce has transformed consumer behavior, notably in the food and beverage sector through services like GoFood by Gojek. GoFood has made food ordering easier and expanded market opportunities for businesses. It faces challenges in maintaining food quality during delivery and ensuring professional service from delivery partners. Addressing these issues is crucial for GoFood to maintain its market position and continue innovating in a competitive landscape. This study aims to analyze Go-Food using key elements of brand equity proposed by Aaker, focusing on understanding how consumers perceive the Go-Food brand. The research method employed is a qualitative approach through interviews with 20 respondents in the Jabodetabek area who are Go-Food customers. Surveys were conducted to gather data on respondents' perceptions and attitudes towards Go-Food, using elements of the Aaker Brand Equity Model. The results of the study indicate that factors such as premium pricing, customer satisfaction, perceived quality, brand leadership, value perception, brand personality, organizational association, brand awareness, market share, and price and distribution indexes shape consumer preferences and purchasing decisions regarding Go-Food. The implications of these findings provide deep insights for Go-Food to understand customer preferences and optimize marketing strategies and customer experiences to maintain and increase their market share in the food delivery service industry.]]>
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