EFFECT OF BRAND EQUITY ON BUYING INTENTION ONLINE TRANSPORTATION
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol.24, Issue 02
Abstract
This study aims to determine the effect of brand equity on buying inttention of online ojek
transportation service customers. Our hypothesis is that the customer prefers to Brand equity affects the interest
in using online transportation. To answer the problem in this study researchers used a sample of 100
respondents with data analysis techniques using simple regression analysis. According to research conducted by
Brand Image on Purchase Interest is very influential where according to the above data results have shown that
Go-Jek still dominates market share. The percentage of Go-Jek's consumer interest that is greater than that of
Grab's consumers. The results of this study are directly proportional to the previous empirical data.
Description
Keywords
Brand Image, Interest in Buying