PENGARUH ETIKA BISNIS, KUALITAS PELAYANAN DAN PROMOSI TERHADAP SIKAP MEREK (Studi Kasus Pada PT. Gojek Indonesia)

Sulistya Sulistya, Rohwiyati Rohwiyati, Ardan Rahmad Hidayat

Abstract


This research aims to find out how much influence business ethics, service quality and promotion have on brand attitudes among consumers PT. Gojek. This research uses quantitative methods with a total of 102 respondents. The research was carried out using sampling techniques and using purposive sampling. The technique for collecting data from respondents used was by distributing questionnaires online. In data processing, researchers used IBM SPSS 22.0 software. In this research, based on the t test carried out, it shows that the variable Business Ethics (X1) has a positive and partially significant effect on Company Brand Attitude (Y), Service Quality (X2) has a partially positive and significant effect on Company Brand Attitude (Y) and Promotion (X3) has a partially positive and significant effect on Company Brand Attitude (Y). Through the F test, it is known that by testing the significance of the influence of several independent variables on the dependent variable. Based on the data above, it was found that the R value (coefficient of determination) was 0.466, which means that the influence of the independent variable (X) on the dependent variable (Y) was 46.6%.


Keywords


Business Ethics, Service Quality and Promotion on Brand Attitude.

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