The Impact of Brand Image, Brand Awareness, Service Quality, and Price on Customer Satisfaction with Go-Ride Services: A Case Study of Gojek in Management Students Class of 2019, Faculty of Economics & Business Riau Kepulauan University Batam
DOI:
https://doi.org/10.35145/icobima.v2i1.3535Kata Kunci:
Brand Image, Brand Awareness, Service Quality, Price, Customer SatisfactionAbstrak
This research was conducted to determine the effect of brand image, brand awareness, service quality, and price on customer satisfaction, both separately (partially) and together (simultaneously). In this study the authors used a sample of 63 respondents, data collection techniques were carried out by distributing questionnaires. The measurement scale used is theLikert scale and for testing it uses the Statistical Product and Service Solution (SPSS) version 22 program. From the results of this study the authors conclude that partially calculating Brand Image (X1) has a positive but not significant effect on customer satisfaction, with a t- value of 1,675 with a significance of 0,099. Brand Awareness (X2) has a positive but not significant effect on customer satisfaction, with a t value of 1,765 with a significant level of 0,083. Service Quality (X3) has a negative and insignificant effect on customer satisfaction, with t count 0,068 with a significant level of 0,639. Price (X4) has a negative and insignificant effect on customer satisfaction, with t count -0,163 with a significant level of 0,211. Judging from the simultaneous test or jointly knowing the effect of Brand Image (X1), Brand Awareness (X2), Quality of Service (X3), and Price (X4) simultaneously has a positive and significant effect on the variable Customer Satisfaction (Y) with calculated f value of 5,052 with a significant level of 0.001.
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Referensi
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Fajri, D., Chandra, T., & Putra, R. (2021). The Influence of Brand Image and Promotion on the Decisions of Students in STIE Mahaputra Riau with Learning Interest as Intervening. Journal of Applied Business and Technology, 2(3), 223–232.
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Habibi, Junaedi, A. T., Sudarno, Rahman, S., & Momin, M. M. (2022). Organizational Commitment, Job Satisfaction, and Locus of Control on Employee Turnover Intention and Performance at PT. Sekarbumi Alam Lestari. Journal of Applied Business and Technology, 3(2), 177–192.
Hafni, L., Himawan, A., Safari, S., & Firdaus, F. (2022). Effect of Leadership and Workload on Work Motivation and Employees Performance PT. Bank Riau Kepri Pekanbaru Branch. International Conference on Business Management and Accounting (ICOBIMA), 1(1), 60–78.
Hammoud, J., Bizri, R. M., & Baba, I. El. (2018). The impact of e-banking service quality on customer satisfaction: Evidence from the Lebanese banking sector. Sage Open. https://doi.org/10.1177/2158244018790633
Hanapiah, U. (2023). The Effect of Experiment Methods on Student Learning Results in Learning IPA in Class VIII Mts. Negeri 2 Labuan. Reflection: Education and Pedagogical Insights, 1(3), 99–105. http://firstcierapublisher.com/index.php/reflection/article/view/36
Hidayat, A., Chandra, T., & Putra, R. (2022). Service Quality on Consumer Satisfaction and Non-Wage Consumer Loyalty in BPJS Ketenagakerjaan Pekanbaru Panam Branch. Journal of Applied Business and Technology, 3(2), 166–176.
Imarni, Chandra, T., & Ginting, Y. M. (2022). Leadership, Discipline, and Organizational Culture on Job Satisfaction and Teacher Performance at State Junior High Schools in Bandar Petalangan District, Pelalawan Regency. Journal of Applied Business and Technology, 3(3), 272–286.
Imron, M., Syarifudin, E., & Firdaos, R. (2024). Coaching, Development, and Employee Empowerment and Their Influence on Employee Performance at The Cilegon City BAZNAS Office. Reflection: Education and Pedagogical Insights, 1(4), 193–202. https://doi.org/https://doi.org/10.61230/reflection.v1i4.63
Irawan, A., Lusianti, D., & Faidah, F. (2023). Customer Satisfaction in the Era of Competition 5.0. Journal of Applied Business and Technology, 4(2), 144–154.
Jacksen, Chandra, T., & Putra, R. (2021). Service Quality and Brand Image on Customer Satisfaction and Customer Loyalty at Pesonna Hotel Pekanbaru. Journal of Applied Business and Technology, 2(2), 142–153.
Juprizon, Chandra, T., & Komardi, D. (2022). Work Environment, Compensation, and Supervision on Job Satisfaction and Teacher Performance at SMA Negeri 1 Kampar. Journal of Applied Business and Technology, 3(3), 235–250.
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