Abstract
As the pioneer in multi-service platform, GO-JEK faces tight competition from other similar type of businesses. GO-JEK extends its product through a lot of extensions to strengthen GO-JEK’s position. This research aims to analyze the impact of brand extension strategy on brand image with customer experience as the mediating role. The type of research is explanative, research method using survey with quantitative approach, and data analyze using Sobel test to determine the impact of brand extension strategy on brand image with customer experience as the mediating role. Based on data analyze result from 378 samples, brand extension strategy gives significant contribution to customer experience, customer experience gives significant contribution to brand image, brand extension strategy gives significant contribution to brand image, and brand extension strategy through customer experience give significant contribution to brand image. So there’s mediating role of customer experience to mediating the impact of brand extension strategy on brand image of GO-JEK in Bandung.
Highlights
Internet plays an important role in the business world
There’s mediating role of customer experience to mediating the impact of brand extension strategy on brand image of GO-JEK in Bandung
The number of brand extension strategies undertaken by GO-JEK in various business sectors in the GO-JEK application is a solution for people in Bandung to carry out various activities quickly and
Summary
Internet plays an important role in the business world. Internet penetrated into business process to give value added to customer. One of the internet existences in business process is mobile application. Customers can order and buy something using internet, either products or services. Fast, and reliable are some characteristics of mobile applications. In Indonesia, there are quite a lot of multi-service platform. They are GO-JEK, GrabBike, UBER, and many more. Each company tries to show its competitive advantage to attract customer. As the pioneer in multi-service platform, GO-JEK faces tight competition from other similar type of businesses. GO-JEK tries to manage its position as a market leader through some innovation strategy aimed at maintaining customer loyalty
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