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description Journal article public Journal of Social Sciences and Technical Education

The Effect of Price, Brand Image, and TECHNOLOGY Acceptance Model (TAM) Towards Purchase Decision of Gojek Online Transportation

Reva Artamevia, Sugianto Sugianto
Published September 2021

Abstract

The emergence of online transportation services such as Gojek has become an alternative for consumers to use it. Gojek is a startup company that provides online transportation services. Gojek was founded by PT Aplikasi Karya Anak Bangsa and it has been established since 2010 in Jakarta. This study aims to determine the influence of price perception, brand image, perceived ease of use dan perceived usefulness towards purchase decision of Gojek transportation in Pontianak. This research uses multivariate analysis and explanatory research. The main method of this research was survey research conducted by taking a sample of the population using a questionnaire as a primary data collector. The population in this research is customers of Gojek in Pontianak. The sampling method used is the simple random sampling method. The number of respondents is 50 respondents. The findings indicate that price (t count = 0.783 < t table = 2.01410) and perceived ease of use (t count = 1.188 < t table = 2.01410) are not significant factors in influencing purchase decision of Gojek transportation. Meanwhile, brand image (t count = 2.259 > t table = 2.01410) and perceived of usefulness (t count = 2.335 > t table = 2.01410) are found to have significant influence on purchase decision of Gojek transportation. The findings show that brand image and perceived usefulness are the two main drivers of purchasing decisions of Gojek transportation users.

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