The Effect of Price Fairness, Brand Image, and Perceived Value on Satisfaction and Word of Mouth of Go-Jek Customers

(1) * Innocentius Bernarto Mail (Universitas Pelita Harapan, Indonesia)
(2) Zoel Hutabarat Mail (Universitas Pelita Harapan, Indonesia)
(3) Agus Purwanto Mail (Universitas Pelita Harapan, Indonesia)
*corresponding author

Abstract


The purpose of this study was to analyze the relationship between price fairness, brand image, and perceived value on Satisfaction and Word of Mouth of Go-Jek Customers. The survey method was applied in this study. Methods of data collection by using a questionnaire (google form). The target population in this study were all Go-jek customers in JABODETABEK within October 2021. The sampling technique was done by convenience sampling. In this study, the number of samples was 184 respondents. Data analysis with partial least square-structural equation modeling (PLS-SEM) approach with the help of SmartPls 3.0 program. Based on the data analysis, it was found that price fairness has a positive effect on satisfaction, brand image has a positive effect on satisfaction, perceived value has a positive  effect on satisfaction and satisfaction has a positive effect on Word of Mouth. The perceived value variable gives the greatest contribution to satisfaction

   

DOI

https://doi.org/10.29099/ijair.v6i1.290
      

Article metrics

10.29099/ijair.v6i1.290 Abstract views : 206 | PDF views : 48

   

Cite

   

Full Text

Download


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

________________________________________________________

International Journal Of Artificial Intelligence Research

Organized by: Departemen Teknik Informatika STMIK Dharma Wacana
Published by: STMIK Dharma Wacana
Jl. Kenanga No.03 Mulyojati 16C Metro Barat Kota Metro Lampung
phone. +62725-7850671
Fax. +62725-7850671
Email: jurnal.ijair@gmail.com | herinurdiyanto@dharmawacana.ac.id

View IJAIR Statcounter

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