IDEAS home Printed from https://ideas.repec.org/a/khe/scajes/v5y2019i2p21-31.html
   My bibliography  Save this article

The Effect of Services, Price Discount and Brand Equity on Consumer Purchase Decisions in Go-Jek a Technology Startup Transport

Author

Listed:
  • Bunga Aditi
  • Hafizah
  • Iskandar Muda

Abstract

Success in an increasingly competitive online industry, giving an overview to online industry players can offer the right products to consumers, with the best services, discounted prices and those who are famous. Therefore, there needs to be an understanding of the target market or consumers to be served because it is very important in increasing business activities. Increasingly tight business competition now results in companies being faced with the challenge of being able to maintain survival. One of them is PT GO-JEK. The purpose of this study is to find out and analyse the influence of services, price discounts and brand equity on consumer purchasing decisions at PT GO-JEK. The method used in this study is descriptive analysis method by describing or describing the collected data as it is without intending to draw conclusions. Applies to general or generalization. The data analysis method used is Multiple Linear Regression using SPSS software. The results of the study show that Service, Price Discounts and Brand Equity simultaneously have a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The results showed partially that the service had a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The results showed partially Price Discounts had a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The results showed partially Brand Equity had a positive and significant effect on consumer purchasing decisions at PT GO-JEK. The coefficient of determination (R2) of the Service variable, Price Discount and Brand Equity is able to explain the purchasing decision of consumers of GO GO JEK by 92.7% while the remaining 7.3% is explained by independent variables not examined.

Suggested Citation

  • Bunga Aditi & Hafizah & Iskandar Muda, 2019. "The Effect of Services, Price Discount and Brand Equity on Consumer Purchase Decisions in Go-Jek a Technology Startup Transport," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 5(2), pages 21-31, June.
  • Handle: RePEc:khe:scajes:v:5:y:2019:i:2:p:21-31
    as

    Download full text from publisher

    File URL: http://www.ajes.ro/wp-content/uploads/AJES_article_1_244.pdf
    Download Restriction: no

    File URL: http://www.ajes.ro/wp-content/uploads/AJES_article_1_244.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Liu, Jingchen & Zhai, Xin & Chen, Lihua, 2019. "Optimal pricing strategy under trade-in program in the presence of strategic consumers," Omega, Elsevier, vol. 84(C), pages 1-17.
    2. Cui, Qiang, 2019. "The online pricing strategy of low-cost carriers when carbon tax and competition are considered," Transportation Research Part A: Policy and Practice, Elsevier, vol. 121(C), pages 420-432.
    3. Dong, Xiaohong & Mu, Yunfei & Xu, Xiandong & Jia, Hongjie & Wu, Jianzhong & Yu, Xiaodan & Qi, Yan, 2018. "A charging pricing strategy of electric vehicle fast charging stations for the voltage control of electricity distribution networks," Applied Energy, Elsevier, vol. 225(C), pages 857-868.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shafqat Jawad & Junyong Liu, 2020. "Electrical Vehicle Charging Services Planning and Operation with Interdependent Power Networks and Transportation Networks: A Review of the Current Scenario and Future Trends," Energies, MDPI, vol. 13(13), pages 1-24, July.
    2. Guojun Ji & Zhongfeng Sun & Kim Hua Tan, 2021. "Collaborative Rebate Strategy of Business-to-Customer Platforms Considering Recycling and Trade-Ins Simultaneously," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    3. Hao, Ran & Lu, Tianguang & Ai, Qian & Wang, Zhe & Wang, Xiaolong, 2020. "Distributed online learning and dynamic robust standby dispatch for networked microgrids," Applied Energy, Elsevier, vol. 274(C).
    4. Sheng, Yujie & Guo, Qinglai & Chen, Feng & Xu, Luo & Zhang, Yang, 2021. "Coordinated pricing of coupled urban Power-Traffic Networks: The value of information sharing," Applied Energy, Elsevier, vol. 301(C).
    5. Dingyi Lu & Yunqian Lu & Kexin Zhang & Chuyuan Zhang & Shao-Chao Ma, 2023. "An Application Designed for Guiding the Coordinated Charging of Electric Vehicles," Sustainability, MDPI, vol. 15(14), pages 1-16, July.
    6. Nimalsiri, Nanduni I. & Ratnam, Elizabeth L. & Mediwaththe, Chathurika P. & Smith, David B. & Halgamuge, Saman K., 2021. "Coordinated charging and discharging control of electric vehicles to manage supply voltages in distribution networks: Assessing the customer benefit," Applied Energy, Elsevier, vol. 291(C).
    7. Song, Yuguang & Xia, Mingchao & Yang, Liu & Chen, Qifang & Su, Su, 2023. "Multi-granularity source-load-storage cooperative dispatch based on combined robust optimization and stochastic optimization for a highway service area micro-energy grid," Renewable Energy, Elsevier, vol. 205(C), pages 747-762.
    8. Mohamed Ali Kammoun & Sadok Turki & Nidhal Rezg, 2020. "Optimization of Flight Rescheduling Problem under Carbon Tax," Sustainability, MDPI, vol. 12(14), pages 1-19, July.
    9. Zou, Wenke & Sun, Yongjun & Gao, Dian-ce & Zhang, Xu & Liu, Junyao, 2023. "A review on integration of surging plug-in electric vehicles charging in energy-flexible buildings: Impacts analysis, collaborative management technologies, and future perspective," Applied Energy, Elsevier, vol. 331(C).
    10. Chaab, Jafar & Salhab, Rabih & Zaccour, Georges, 2022. "Dynamic pricing and advertising in the presence of strategic consumers and social contagion: A mean-field game approach," Omega, Elsevier, vol. 109(C).
    11. Schwarz, Justus Arne & Tan, Barış, 2021. "Optimal sales and production rollover strategies under capacity constraints," European Journal of Operational Research, Elsevier, vol. 294(2), pages 507-524.
    12. Huang, Zongsheng & Huang, Lingchen & Zhao, Yingxue & Meng, Xiaoge, 2021. "Money-back guarantee in the presence of strategic customer behavior," International Journal of Production Economics, Elsevier, vol. 239(C).
    13. Su, Hongzhi & Wang, Chengshan & Li, Peng & Li, Peng & Liu, Zhelin & Wu, Jianzhong, 2019. "Novel voltage-to-power sensitivity estimation for phasor measurement unit-unobservable distribution networks based on network equivalent," Applied Energy, Elsevier, vol. 250(C), pages 302-312.
    14. Wu, Cheng-Han & Lai, Jing-Yi, 2019. "Dynamic pricing and competitive time-to-market strategy of new product launch under a multistage duopoly," European Journal of Operational Research, Elsevier, vol. 277(1), pages 138-152.
    15. Nadia V. Panossian & Haitam Laarabi & Keith Moffat & Heather Chang & Bryan Palmintier & Andrew Meintz & Timothy E. Lipman & Rashid A. Waraich, 2023. "Architecture for Co-Simulation of Transportation and Distribution Systems with Electric Vehicle Charging at Scale in the San Francisco Bay Area," Energies, MDPI, vol. 16(5), pages 1-18, February.
    16. Yafei Zu & Fengyi Li & Yinfei Xu & Hui Zhang, 2024. "Low-carbon strategies in the alliance between manufacturer and weak customer considering different contracts," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(7), pages 17941-17965, July.
    17. Zhang, Qiao & Zaccour, Georges & Zhang, Jianxiong & Tang, Wansheng, 2020. "Strategic pricing under quality signaling and imitation behaviors in supply chains," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 142(C).
    18. Chaab, Jafar & Zaccour, Georges, 2024. "Dynamic pricing in the presence of social externalities and reference-price effect," Omega, Elsevier, vol. 122(C).
    19. Jiyuan Tan & Fuyu Liu & Na Xie & Weiwei Guo & Wenxiang Wu, 2022. "Dynamic Pricing Strategy of Charging Station Based on Traffic Assignment Simulation," Sustainability, MDPI, vol. 14(21), pages 1-19, November.
    20. Dou, Guowei & Choi, Tsan-Ming, 2021. "Does implementing trade-in and green technology together benefit the environment?," European Journal of Operational Research, Elsevier, vol. 295(2), pages 517-533.

    More about this item

    Keywords

    Services; price discounts; brand equity; consumer purchasing decisions;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L62 - Industrial Organization - - Industry Studies: Manufacturing - - - Automobiles; Other Transportation Equipment; Related Parts and Equipment

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:khe:scajes:v:5:y:2019:i:2:p:21-31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Adi Sava (email available below). General contact details of provider: https://edirc.repec.org/data/ffucdro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.