Impact of Service Quality and Brand Image on Grabelectric Usage Decision in Jakarta 2023

Siska Amonalisa Silalahi, Nursery Alfarizi Nasution, Aulia Adi Putranto, Risyad Fahri Murfid

Abstract


This study aims to analyze the effect of service quality and brand image on decisions to use GrabBike motorcycle taxi services in Jakarta (case study of Grabelectric customers in Jakarta). Given that one of the application-based transportation service providers that dominate the market is Grab, which provides a variety of services including electric motorbikes. In a dense urban context like Jakarta, companies like Grab have an important role in meeting the mobility needs of citizens and customers who are increasingly aware of environmental impacts. The method used in this research is a quantitative method. This study uses 100 samples from Grab service users, especially those who have used (Grabelectric) services. This study uses multiple linear regression data analysis to test the hypothesis. The results showed that the variables of customer satisfaction and brand image have a significant effect on service purchase decisions positively

Keywords


Service Quality; Brand Image; Purchasing Decision

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References


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DOI: https://doi.org/10.25292/atlr.v6i0.631

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