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

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 GoJek 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.