PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP CITRA MEREK SERTA DAMPAKNYA PADA KEPUASAN PELANGGAN GOJEK (STUDI PADA MAHASISWA KAMPUS A UNIVERSITAS NEGERI JAKARTA)
Daftar Isi:
- DAHLIANA YULIANTI. The Influence Of Price And Service Quality For Brand Image And Its Impact On Customer Satisfaction Gojek (Students Study On A State University Of Jakarta). Faculty of Economics, State University Of Jakarta 2017. The purpose of this study research are to: (1) tes empirically the influence of price to the brand image on customer satisfaction Gojek, (2) test empirically the influence of service quality to the brand image on customer satisfaction Gojek, (3) test empirically the influence of price on customer satisfaction Gojek, (4) test empirically the influence of service quality on customer satisfaction Gojek, (5) test empirically the influence of brand image on customer satisfaction Gojek. This research used survey methods for collecting data. The object of this research is 200 respondents who had used transportation Gojek over a period of 3 months backward at least twice. This research used SPSS software version 23 and SEM (Structural Equation Modeling) LISREL version 8.7 for data analysis. Hypothesis testing results indicate: (1) prices has positive influence on brand image, (2) service quality has positive influence on brand image, (3) prices has positive influence on customer satisfaction, (4) service quality has positive influence on customer satisfaction, (5) brand image has positive influence on customer satisfaction. This research showed fit model with RMSEA value of 0.042, NFI value of 0.98, NNFI value of 0.99, CFI value of 1.00, CMIN / DF value of 1.36 and RMR value of 0.028. The results of this research is useful for companies Gojek in Jakarta to make a better strategy and improve customer satisfaction in the service application Gojek at the Jakarta State University. Keywords: price, service quality, brand image, customer satisfaction