PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN JASA OJEK ONLINE GOJEK PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH YOGYAKARTA
Abstract
This research is aimed to analyze the effect of brand equity toward the purchase decision of Gojek online taxi bike. This research used quantitative approach method. The technique of collecting data in this research used questionnaire. The samples in this research are the students of Muhammadiyah Yogyakarta University who have ever used the service of Gojek online taxi bike at least twice in the last 3 months. The amounts of the samples in this research are 97 respondents. The sampling technique used probability sampling with purposive sampling method. The technique of analysing data in this research used multiple linear regression which was helped by SPSS software. The result of this research showed that the element from brand equity which are brand awareness, brand association, perceived quality and brand loyalty could effect significantly toward the purchase decision of Gojek online taxi bike.