Abstract
The purpose of this study was to determine the effect of price, promotion and service quality and customer satisfaction on brand image. The population in this study are people in Denpasar City who use the Grab application. The number of samples obtained is 100 respondents using the Lemeshow formula, which has been determined by the non-probability sampling method, namely incidental sampling. The analysis technique used is the statistical method of Structural Equation Model (SEM). The test results show that the variables of price, promotion, service quality and customer satisfaction have an effect on brand image.
 Keywords: price, promotion, service quality, customer satisfaction, brand image
Highlights
Semakin berkembangnya Jaman, kini transportasi online dapat dengan mudah diakses menggunakan aplikasi yang ada didalam smartphone
The purpose of this study was to determine the effect of price, promotion and service quality and customer satisfaction on brand image
The number of samples obtained is 100 respondents using the Lemeshow formula, which has been determined by the non-probability sampling method, namely incidental sampling
Summary
Hasil pengujian 5 indikator variabel kualitas pelayanan dapat diketahui bahwa tidak ada indikator yang memiliki c.r untuk skweness lebih besar dari ± 3,00. Ini berarti sebaran data kualitas pelayanan adalah normal ditinjau dari kemencengan. Dilihat dari kurtosis (keruncingan), tidak ada indikator memiliki nilai c.r lebih besar dari ± 3,00. Bila dilihat dari kurtosis (keruncingan) dapat dikatakan bahwa penyebaran data untuk semua indikator adalah normal. Dengan demikian berarti ditinjau dari normalitas, semua indikator memunihi syarat. Variabel laten kualitas pelayanan diwakili oleh 5 indikator
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