Effect of Brand Image and Customer Value on Gojek Go-Ride Customer Satisfaction in Manado City

Cynthia Claudia Poli, Riane Johnly Pio

2019

Abstract

The purpose of this study was to determine the effect of brand image and customer value on customer satisfaction with Gojek Go-Ride transportation service users in Manado City. The population of this study were students using Gojek Go-Ride transportation services in Manado City. The samples were 100 students from Sam Ratulangi University using Gojek Go-Ride transportation services. Primary data was collected using a questionnaire and analyzed using Structural Equation Modeling (SEM) with Partial Least Square (PLS) method using SmartPLS software. The results showed that partially the brand image had an effect on customer value and customer satisfaction. Customer value has a significant effect on customer satisfaction, so the management of Gojek Go-Ride must be able to increase customer value, and improve brand image by providing maximum service to customers.

Paper Citation

in Harvard Style

Claudia Poli C. and Johnly Pio R. (2019). Effect of Brand Image and Customer Value on Gojek Go-Ride Customer Satisfaction in Manado City. In Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE, ISBN 978-989-758-530-2, pages 266-271. DOI: 10.5220/0010673600002967

in Bibtex Style

@conference{icvhe19,
author={Cynthia Claudia Poli and Riane Johnly Pio},
title={Effect of Brand Image and Customer Value on Gojek Go-Ride Customer Satisfaction in Manado City},
booktitle={Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,},
year={2019},
pages={266-271},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010673600002967},
isbn={978-989-758-530-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,
TI - Effect of Brand Image and Customer Value on Gojek Go-Ride Customer Satisfaction in Manado City
SN - 978-989-758-530-2
AU - Claudia Poli C.
AU - Johnly Pio R.
PY - 2019
SP - 266
EP - 271
DO - 10.5220/0010673600002967