Pengaruh Kualitas Layanan, Brand Image, dan Harga Terhadap Minat Beli Jasa GO-JEK pada Saat COVID-19 di Medan

Selly Juliani, Hanny Siagian, Pioner Pelawi

Abstract


The purpose of this study was to determine and analyze the effect of service quality, brand image, and price on interest in buying GO-JEK services during COVID-19 in Medan. The type of this research used in this study was quantitative research with descriptive approach. The population in this study was the community in Medan amounted 98 respondents. The sampling technique was using a saturated sample and the number of samples in this study amounted 98 respondents. The method of data analysis used multiple linear regression analysis. The results showed that service quality and price variables have a positive and significant effect on interest in buying GO-JEK services during COVID-19 in Medan, while brand image variable has no effect on interest in buying GO-JEK services during COVID-19 in Medan. However, simultaneously variables, service quality, brand image, and price have a significant effect on interest in buying GO-JEK services during COVID-19 in Medan. The result of the coefficient of determination is 80,2%, this shows that the variables consisting of service quality, brand image, and price affect the interest in buying variables. While the remaining 19,8% is explained by other variables not explained in this study.

Keywords


service quality; brand image; price; buying interest

Full Text:

PDF

References


Aptaguna, A., & Pitaloka, E. (2016). Pengaruh Kualitas Layanan Dan Harga. Widyakala, 3, 49 - 56.

Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra, 2(1), 1-9.

Chalil, R. D., Sari, J. D., Ulya, Z., & Hamid, A. (2020). Brand, Islamic Branding & Rebranding Peran Strategi Merek Dalam Menciptakan Daya Saing Industri Dan Bisnis Global. Depok: PT RajaGrafindo Persada.

Fauzy, N. E., & Rafikasari, E. F. (2020). Pengaruh Harga, Kemasan, Kuakitas Produk, Brand Image Dan Word Of Mouth Terhadap Minat Beli Mahasiswa Pada Produk “Le Mineraleâ€. Jurnal Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan, 20(02), 266-284.

Firmansyah, F., & Haryanto, R. (2019). Manajemen Kualitas Jasa Peningkatan Kepuasan Dan Loyalitas Pelanggan. Pamekasan: Duta Media Publishing.

Gitosudarmo, & Indriyo. (2017). Pengantar Bisnis. Edisi Kedua. Yogyakarta: BPFE.

Gunawan, D. (2022). Keputusan Pembelian Konsumen Marketplace Shopee Berbasis Social Media Marketing. Padangsidimpuan: PT Inovasi Pratama Internasional.

Gunawan, D., Pratiwi, A. D., Arfah, Y., & Hartanto, B. (2022). Keputusan Pembelian Skincare Safi Berbasis Media Marketing. Padangsidimpuan: PT Inovasi Pratama Internasional.

Jaya, I. M. (2020). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Anak Hebat Indonesia.

Kurniasih, D. (2021). Kepuasan Konsumen Studi Terhadap Word Of Mouth, Kualitas Layanan, dan Citra Merek. Banten: Bintang Sembilan Visitama.

Pandiangan, K., Masiyono, & Atmogo, Y. D. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. JIMT Jurnal Ilmu Manajemen Terapan, 2(4), 471-484.

Paramitha, P. A., Saerang, I. S., & Soegoto, A. S. (2019). Pengaruh Inovasi dan Brand Image terhadap Repurchase Intention Dengan Kepuasan Pelanggan sebagai Variabel Intervening. Jurnal Riset Bisnis dan Manajemen, 7(4), 467-482.

Pasassung, N. (2019). Menulis Skripsi. Kendari: Unsultra Press.

Powa, G. A., Lapian, S. J., & Wenas, R. S. (2018). Pengaruh Kualitas Produk, Harga Dan Word Of Mouth Terhadap Minat Beli Konsumen Handphone Pada Mahasiswa FEB UNSRAT. Jurnal EMBA, 6(3), 1188 - 1197.

Safitri, A. N. (2018). Pengaruh Brand Image, Persepsi Harga dan Kualitas Layanan Terhadap Minat Beli Ulang Pada Lazada. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(1), 1-9.

Setiyaningrum, A., Udaya, J., & Efendi. (2015). Prinsip-Prinsip Pemasaran. Jakarta: PT RajaGrafindo Persada.

Sihite, R. W., & Nainggolan, N. P. (2020). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Konsumen Di Alfamart Marchelia Batam. Jurnal Ilmiah Abdi Ilmu, 13(1), 35-41.

Siyoto, S., & Sodik, M. A. (2015). Dasar Metologi Penelitian. Yogyakarta: Literasi Media Publishing.

Tjiptono, F. (2015). Strategi Pemasaran Edisi Keempat. Yogyakarta: Penerbit Andi.

Tjiptono, F., & Chandra, G. (2017). Pemasaran Strategik Mengupas Pemasaran Strategik, Branding Strategy, Customer Statisfaction, Strategi Kompetitif, hingga e-Marketing Edisi 3. Yogyakarta: Andi.

Tonce, Y., & Rangga, Y. D. (2022). Minat Dan Keputusan Pembelian Tinjuan Melalui Persepsi Harga & Kualitas Produk (Konsep Dan Studi Kasus). Indramayu: PENERBIT ADAB.

Widayat, W., & Purwanto, H. (2020). Analisis Pengaruh Kualitas Pelayanan, Harga, Keberagaman Produk, Suasana Toko Dan Lokasi Terhadap Minat Beli Konsumen (Studi Pada Pasar Tradisional Wonosobo). Journal of Economic, Business and Engineering (JEBE), 2(1), 123-132.




DOI: https://doi.org/10.55601/jwem.v12i2.906

Refbacks

  • There are currently no refbacks.


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

JWEM is indexed in:

         
            


Fakultas Bisnis
Universitas Mikroskil
Jl. Thamrin No. 124 Medan - 20212
Gedung C.L6
Telp. 061-4573767
Email: jwem.fb@mikroskil.ac.id

Creative Commons License

The JWEM site and its metadata are licensed under a Creative Commons Attribution - NonCommercial - NoDerivs 4.0 International (CC BY-NC-ND 4.0)