Brand Image, Service Quality, and Online Customer Review on the Decision to Use Gojek Application Services in Pekanbaru

Authors

  • Amirudin M. Amin Institut Bisnis dan Teknologi Pelita Indonesia
  • Veren Veronica Utari Institut Bisnis dan Teknologi Pelita Indonesia
  • Dominicus Josephus Swanto Tjahjana Institut Bisnis dan Teknologi Pelita Indonesia
  • Hidayat Syahputra Institut Bisnis dan Teknologi Pelita Indonesia
  • Maulana Rezfajri S Sekolah Tinggi Ilmu Ekonomi Indonesia

Keywords:

Brand Image, Service Quality, Online Customer Reviews, Purchasing Decisions

Abstract

This study aims to determine and analyze the effect of brand image, service quality, and online customer reviews on purchasing decisions. The population of this study was students of the Pelita Indonesia Institute of Business and Technology, totaling 2,117 people with a sample size of 100 respondents. The sampling technique used was purposive sampling and proportionate stratified random sampling with the Slovin formula. The data analysis technique uses multiple linear regression analysis and hypothesis testing (t-test) with the help of the SPSS version 26 program. The results of this study indicate that brand image, service quality, and online customer review variables have a significant effect on the decision to use the Gojek application service in Pekanbaru (Case Study on Students of the Pelita Indonesia Institute of Business and Technology).

References

Asosiasi Penyelenggara Jasa Internet Indonesia. (2022). Hasil Survei Profil Internet Indonesia 2022. Diambil dari apji.or.id

Chandra, T., Chandra, S., & Hafni, L. (2020). Service Quality, Consumer Satisfaction, Dan Consumer Loyalty: Tinjauan Teoritis. Purwokerto: Penerbit CV IRDH.

Ernawati, R., Dwi, A. B., & Argo, J. G. (2021). Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta. Business Management Analysis Journal (BMAJ), 4(2), 200–218.

Filieri, R. (2014). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270.

Firmansyah, A. (2018). Perilaku Konsumen (Perilaku konsumen). Surabaya: CV. Budi Utama.

Firmansyah, A. (2019). Pemasaran (Dasar dan Konsep). Yogyakarta: CV. Penerbit Qiara Media.

Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee. Jurnal Mirai Management, 7(2), 14–22.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Semarang: Badan Penerbit Universitas Diponegoro.

Kompas.com. (2020). 10 Pencarian Populer di Google Selama 2020. Diambil dari https://www.kompas.com/tren/read/2020/12/09/171150765/10-pencarian-populer-di-google-selama-2020?page=all

Kotler, P. (2013). Manajemen Pemasaran. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Prentice Hall, Inc.

Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5.

Lee, E. J., & Shin, S. Y. (2014). When Do Consumers Buy Online Product Reviews? Effects Of Review Quality, Product Type, And Reviewer’s Photo. Computers in HUman Behavior, 31(1), 356–366.

Mo, Z., Li, Y.-F., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 8(June), 419–424.

Nuraeni, Y. S., & Irawati, D. (2021). Pengaruh Online Customer Review, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Mahasiswa UBSI). Procuratio: Jurnal Ilmiah Manajemen, 9(4), 439–450.

Priangga, I., & Munawar, F. (2021). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Di Marketplace Lazada (Studi Pada Mahasiswa Di Kota Bandung). Jurnal Bisnis Manajemen & Ekonomi (JBME), 19(2), 399–413.

Purnama, L., Suyani, T., & Hardipamungkas, N. E. (2020). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Jasa Online Gojek Di Kota Tangerang. Jurnal Ilmiah Manajemen Ubhara, 2(1), 45–51.

Reppi, L. V. Y., Moniharapon, S., & Loindong, S. (2021). Bauran Promosi Dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Grabfood (Study Pada Pengguna Jasa Grabfood Di Kota Manado Pada Masa Pandemi Covid-19). Jurnal EMBA, 9(3), 1482–1490.

Serang, S., Ramlawati, & Syahnur, M. H. (2022). Faktor Yang Berpengaruh Terhadap Keputusan Pembelian (Studi Pada Konsumen Transportasi Online di Kota Makassar). Jurnal Ekonomi & Ekonomi Syariah (JESYA), 5(2), 2310–2319.

Suciadi, V. A. P., Firman, A., & Hidayat, M. (2021). Pengaruh Citra Merek, Iklan, Dan Inovasi Layanan Terhadap Keputusan Pembelian Pada Aplikasi Go-Food Di Kota Makassar. Nobel Management Review (NMaR), 2(1), 75–85.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: CV. Alfabeta.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT. Alfabeta.

Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis dan Ekonomi. Yogyakarta: Pustaka Baru Press.

Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan dan Penelitian. Yogyakarta: Penerbit Andi Offset.

Top Brand Index. (2022). Top Brand Index Kategori Jasa Transportasi Online. Diambil dari https://www.topbrand-award.com/top-brand-index/?tbi_find=ojek

Widjaja, A. E., & Indrawati, L. (2018). Pengaruh Lokasi, Harga, Promosi, Dan Kualitas Pelayananterhadap Keputusan Menggunakan Ojek Online. Jurnal Bisnis Terapan, 2(2), 169–178.

Wijaya, V. T., & Pahar, B. H. (2022). Pengaruh Citra Merek, Kepercayaan Merek, dan Keamanan Privasi Terhadap Keputusan Pengguna Gojek. JURNAL BISNIS PERSPEKTIF (BIP’s), 14(1), 1–10.

Downloads

Published

2023-08-13

How to Cite

Amin, A. M., Utari, V. V., Tjahjana, D. J. S., Syahputra, H., & S, M. R. (2023). Brand Image, Service Quality, and Online Customer Review on the Decision to Use Gojek Application Services in Pekanbaru. Interconnection: An Economic Perspective Horizon, 1(2), 68–79. Retrieved from http://firstcierapublisher.com/index.php/interconnection/article/view/34

Issue

Vol. 1 No. 2 (2023): Interconnection: An Economic Perspective Horizon

Section

Articles

License

Copyright (c) 2023 Interconnection: An Economic Perspective Horizon

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.