INVESTIGATING THE IMPACT OF BRAND RELATIONSHIP TOWARD BRAND EVANGELISM: AN EMPIRICAL STUDY OF IT-BASED TRANSPORTATION
O. SIHOMBING, SABRINA
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GOJEK comes and exponentially grow in the past two years as a solution for heavy traffic in Jakarta. GOJEK now offers more than just an in demand ojek (Indonesian name for motorcycle taxi), they also offer use the same platform to buy some food, deliver any kind of item or document and to provide another services such as house-cleaning and massage. The purpose of this study to do research about brand relationship related to brand evangelism in IT-based transportation industry. This study is using purposive sampling and conducts 200 samples that was consumer of any kind of GOJEK services in the past 6 months. Data was collected use online questionnaires by Google form. Data was analyzed using Multiple Regression Approach using SPSS software. The results of the analysis show that all of the hypotheses are supported and also similar with previous study that found there is significant positive relationship between brand relationships with brand evangelism. Researcher suggest to do more research in typical service industry especially fast growing one that using information technology as a foundation of the firm so that we can see the wider perspective on these study field and also its relationship with the valuation of the company and company growth.