CITRA MEREK DAN PROMOSI SEBAGAI VARIABEL PENTING UNTUK MENINGKATKAN KEPUTUSAN PENGGUNAAN TRANSPORTASI GRAB ONLINE DI KABUPATEN GIANYAR
Building an increase in online transportation users can be done by increasing the brand image and conducting online and offline promotional activities. One of the most popular applications today is PT. Gojek Indonesia, Gianyar branch. The purpose of the study was to determine the effect of brand image and promotion partially and simultaneously on the decision to use Gojek Online transportation by using a sample in this study of 98 respondents from the Gojek application user community in Gianyar Regency which were taken representatively. The data analysis technique used multiple linear regression analysis, t test, F test, and determination test. The results of multiple linear regression analysis Y= 1.124 + 0.162 X1 + 0.967 X2 with positive results. The results of the t-test show that partially brand image and promotion have a positive and significant effect where the result of the t-test is greater than the t-table. Simultaneously shows that brand image and promotion have a positive and significant effect on the decision to use Gojek with the result that the F-count value of 206.008 is greater than the F-table value of 3.09.
Copyright (c) 2021 I Wayan Meryawan, Wirya Gupta
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors whose manuscript is published will approve the following provisions:
The right to publication of all journal material published on the AKSES journal website is held by the editorial board with the author's knowledge (moral rights remain the property of the author).
The formal legal provisions for access to digital articles of this electronic journal are subject to the terms of the Creative Commons Attribution-ShareAlike (CC BY-SA) license, which means Jurnal of AKSES reserves the right to store, modify the format, administer in the database, maintain and publish articles without requesting permission from the Author as long as it keeps the Author's name as the owner of Copyright.
Printed and electronically published manuscripts are open access for educational, research, and library purposes. In addition to these objectives, the editorial board shall not be liable for violations of copyright law.