Measurement of Brand Image, Price, Promotion, Ease of Use and Satisfaction to Customer Loyalty of on line Transportation in Urban Area

Hikaru, Dimitrius and Purba, John Tampil and Budiono, Sidik and Rajagukguk, Wilson and Adirinekso, Gidion P. (2021) Measurement of Brand Image, Price, Promotion, Ease of Use and Satisfaction to Customer Loyalty of on line Transportation in Urban Area. In: Proceedings of the International Conference on Industrial Engineering and Operations Management. IEOM Society International, Sao Paulo, Brazil, pp. 1243-1254. ISBN 978 1 7923 6125 8

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Abstract

This study aims to determine how the impact of brand image, price, promotion, ease of use, and satisfaction on customer quality at online-based motorbike transportation companies, namely Grab Bike. This study uses a quantitative approach by distributing questionnaires electronically in Google Form. Respondents in this study are individuals who are considered mature enough who have used it, namely aged 18 to 55 years who live in the urban areas of Jakarta, Bogor, Depok, Tangerang, and Bekasi. The number of respondents who answered the questionnaire was more than 200. The indicators used in this study were 30 indicators. The statistical testing techniques used in calculating it are SPSS and AMOS version 24 applications. The results of this study are to reveal whether there is a positive and significant influence between Brand Image, Price, Promotion, Ease of Use, and Satisfaction with Customer Loyalty in bicycle transportation services. online-based Grab motorbike. The contribution of this research is to provide an illustration of how much software applications are needed by customers, so that brand image, price, promotion, ease of use are indispensable for the continuity and growth of this business. Keywords Brand Image, Price, Promotion, EOU, Satisfaction and Loyalty.

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