The Effect of Services, Price Discount and Brand Equity on Consumer Purchase Decisions in Go-Jek a Technology Startup Transport

Bunga Aditi (), Hafizah and Iskandar Muda

Academic Journal of Economic Studies, 2019, vol. 5, issue 2, 21-31

Abstract: Success in an increasingly competitive online industry, giving an overview to online industry players can offer the right products to consumers, with the best services, discounted prices and those who are famous. Therefore, there needs to be an understanding of the target market or consumers to be served because it is very important in increasing business activities. Increasingly tight business competition now results in companies being faced with the challenge of being able to maintain survival. One of them is PT GO-JEK. The purpose of this study is to find out and analyse the influence of services, price discounts and brand equity on consumer purchasing decisions at PT GO-JEK. The method used in this study is descriptive analysis method by describing or describing the collected data as it is without intending to draw conclusions. Applies to general or generalization. The data analysis method used is Multiple Linear Regression using SPSS software. The results of the study show that Service, Price Discounts and Brand Equity simultaneously have a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The results showed partially that the service had a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The results showed partially Price Discounts had a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The results showed partially Brand Equity had a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The coefficient of determination (R2) of the Service variable, Price Discount and Brand Equity is able to explain the purchasing decision of consumers of GO GO JEK by 92.7% while the remaining 7.3% is explained by independent variables not examined.

Keywords: Services; price discounts; brand equity; consumer purchasing decisions (search for similar items in EconPapers)
JEL-codes: L62 L86 M31 (search for similar items in EconPapers)
Date: 2019
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