Hafizh, Navira Trelavega (2025) Pengaruh Citra Merek, Kualitas Pelayanan, Keterlibatan Merek Konsumen Terhadap Niat Beli Transportasi Online Grab Bike di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to evaluate the purchase intention of Grab Bike online transportation in Surabaya. The sample in the study totalled 137 respondents who were respondents who had a Grab Bike account. Sampling using purposive sampling method with Structural Equation Model-Partial Least Square (PLS-SEM) data analysis technique. The data analysis tool uses WarpPLS version 7.0 software. The results of this study reveal that brand image is positive and significant to the purchase intention of Grab Bike online transportation in Surabaya. Service quality is positive and significant to the purchase intention of Grab Bike online transportation in Surabaya. Consumer brand involvement is positive and significant to the purchase intention of Grab Bike online transportation in Surabaya. In this study, the variable that most influences the purchase intention of Grab Bike online transportation in Surabaya is brand image. Grab Bike because it has a good reputation is an element that can encourage the purchase intention of Grab Bike online transportation in Surabaya. keywords: Brand Image, Consumer Brand Involment, Purchase Intention, Service Quality, Transportation Online
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Navira Trelavega Hafizh |
| Date Deposited: | 05 Mar 2025 07:30 |
| Last Modified: | 05 Mar 2025 07:30 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13072 |
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