Pengaruh Brand Image Terhadap Keputusan Menggunakan Aplikasi Go-Jek pada Mahasiswa Fispol Unsrat Manado

Mahendra R. Kuheba (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Wilfried S. Manoppo (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Tinneke M. Tumbel (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)

Productivity
Vol 1 No 2 (2020)

This study aims to determine the effect of Brand Image on the Decision to Use the Go-Jek Application in Manado's FISPOL Students. Brand Image Variables are Tested using 3 indicators and Decision Variable Using Go-Jek uses 7 indicators. This research methodology uses a quantitative research approach. The sampling technique used was a random sampling method with a population of 3314 respondents. In determining the sample size of this study determined by the solving technique and obtained a sample of 100 respondents. Data collection techniques were carried out by conducting observations in the field and distributing respondents' questionnaires, using correlation analysis and simple linear regression. The result of R between the two variables is 0.802, meaning the relationship between brand image and the decision to use Go-Jek is very strong. Then the value of R square (determinant coefficient) of 0.643. This shows that the decision to use Go-Jek in Manado's FISPOL Unsrat 64.3% is influenced by brand image, while the other 35.7% is determined by other factors not examined in this study.