The Effect of Price on Customer Satisfaction Mediated by Brand Image

Authors

  • Fakhrizza Anfasa Ramadhan Fakhrizza Universitas Muhammadiyah Malang
  • Marsudi Marsudi Universitas Muhammadiyah Malang
  • Ardik Praharjo Universitas Muhammadiyah Malang

DOI:

https://doi.org/10.22219/jamanika.v1i3.17766

Keywords:

Price, Brand Image, customer satisfaction

Abstract

The purpose of this study was to determine the effect of price on brand image and its impact on Go-Jek customer satisfaction via Go-Ride services. This type of research is explanatory research with a quantitative approach. The population in this study was UMM students with a sample of UMM students from the Faculty of Economics and Business, Management Department. 100 students were selected by the purposive sampling method while data were collected using a questionnaire and then analyzed with SmartPLS 3.0. The results of this study show that price has no significant effect on consumer satisfaction. Price affects the brand image and brand image affects consumer satisfaction. Indirectly, the price has a significant effect on consumer satisfaction through brand image.

Downloads

Download data is not yet available.

References

Amstrong, Gary & Philip, Kotler. 2012. Dasar-Dasar Pemasaran.Jilid I, Jakarta: Penerbit Prenhalindo.

Juliandi. 2018. Structural Equation Model Partial Least Square (SEM-PLS) Dengan SMARTPLS. Universitas Sumatra Utara.

Kotler, Philip & Keller, Kevin Lane. 2009. Prinsip-Prinsip Pemasaran, Jilid 2 Edisi 13. Jakarta: Erlangga.

Kotler, Philip & Keller, Kevin Lane. 2012. Global Marketing Management 14 th Edition. New Jersey: Pearson.

Kotler, Philip & Keller, Kevin Lane. (2016). Marketing Management. 15 th Edition). New Jersey: Pearson.

Nasution. 2010. Manajemen Mutu Terpadu (Total Quality Management). Jakarta: Ghalia.

Nugraha. 2015. Meningkatkan Minat Menggunakan Go-Jek (Studi Pada Go-Jek Di Kota Semarang). Universitas Diponegoro Semarang.

Praharjo, Ardik. 2020. The Effect of Service Quality on Satisfaction and Loyalty Visitors At Sengkaling Recreational Park. Manajemen Bisnis 10 (1): 33.

Schiffman & Kanuk Leslie. 2007. Perilaku Konsumen, Jakarta: PT. Indeks Prestice Hall.

Singh 2006. The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention by Harkiranpal Singh May 2006 UCTI Working Paper. UCTI Working Paper, May

Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, dan R&D

Tjiptono, Fandy & Anastasia Diana. 2016. Pemasaran Esesi dan Aplikasi. Yogyakarta: Andi Offset.

Tjiptono, Fandy. 2008. Service Quality and Satisfaction Edisi kedua. Yogyakarta: Penerbit Andi.

Umar. 2005. Metode Penelitian untuk Tesis Bisnis. Jakarta: PT Gramedia Pustaka Utama.

YLKI. 2017. "Transportasi Online Kawan atau Lawan, YLKI Survey Kepuasan Go- Jek",http://ylki.or.id/2017/07/warta-konsumen-transportasi-online-kawan-atau- lawan/, diakses pada 10 November 2020, 09.00 WIB.

Downloads

Published

2021-09-30

Issue

Section

Articles

Most read articles by the same author(s)

1 2 > >>