KEPUTUSAN PENGGUNAAN JASA GOJEK DI SURAKARTA DITINJAU DARI PERSEPSI HARGA, CITRA MEREK DAN KUALITAS PELAYANAN

Abstract

The purpose in this study is: Knowing effect by simultaneously also partialy perception of price, brand image and quality of service on the decision to use Gojek  in Surakarta. This type of research is quantitative descriptive with population all of customers of Gojek  users in the city of Surakarta. Accidental sampling used for the technique sampling with total sample of 100 respondents. Analysis data using econometrics multiple linear regression models with SPSS 24 version. The final results showed that the perception of price, brand image and quality of service simultaneously had a significant effect. The perception of price partially and significantly influences, brand image has a partial and significant influence on the decisionn to use Gojek services in Surakarta. Quality of service does not affect the decision to use Gojek services in Surakarta. In this study, the regression model is Y = 8,902 + 0,416X₁ + 0,211X₂ + 0,026X₃ + e and the results of  coefficient determination show all variables of price perception, brand image and quality of service have an explain of 55.6% on the decision to use Gojek services in Surakarta, and for 44.4% is explaint by other variables outside of this study like ease of transaction, promos and lifestyle.