Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)

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The Effect of Service Quality, Price, and Brand Image on the Decision of Using Go-Jek Online Transportation in Padang

Authors
Rika Octaviani, Yunia Wardi
Corresponding Author
Rika Octaviani
Available Online 10 March 2020.
DOI
10.2991/aebmr.k.200305.156How to use a DOI?
Keywords
service quality, price, brand image, decision of using Go-Jek
Abstract

This study aims to analyze 1) The effect of service quality on brand image of consumers who use Go-Jek in Padang, 2) The effect of price on brand image of consumers who use Go-Jek in Padang, 3) The effect of service quality on the decision of using Gojek in Padang, 4) The effect of price on the decision of using Go-Jek in Padang, 5) The effect of brand image on the decision of using Go-Jek in Padang The population in this study were Go-Jek online transportation users targeting the people of Padang city with 205 respondents as the sample. Field surveys by distributing questionnaires were conducted to collect data. The obtained data were analyzed by applying structural equation modeling (SEM) with Smart PLS 3. The results of this study indcate that 1) Service quality has an significant effect on brand image of consumers who use Go-Jek in Padang, 2) price has an significant effect on brand image of consumers who use Go-Jek in Padang, 3) Service Quality has an significant effect on the decision of using Go-Jek in Padang, 4) Price has an significant effect on the decisions of using Gojek in Padang, 5) Brand image has an significant effect towards the decision of using Go-Jek in Padang.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2020
ISBN
10.2991/aebmr.k.200305.156
ISSN
2352-5428
DOI
10.2991/aebmr.k.200305.156How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Rika Octaviani
AU  - Yunia Wardi
PY  - 2020
DA  - 2020/03/10
TI  - The Effect of Service Quality, Price, and Brand Image on the Decision of Using Go-Jek Online Transportation in Padang
BT  - Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)
PB  - Atlantis Press
SP  - 893
EP  - 902
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200305.156
DO  - 10.2991/aebmr.k.200305.156
ID  - Octaviani2020
ER  -