Abstract
The rapid population growth of Jakarta to further improve urban mobility problems. The imbalance between public infrastructures provided by the number of people who need it led to a lack of municipal services. Transportation Online has become one transportation solutions, present in transportation needs cheap, efficient, and fast. Even amid the busy road, using motor transportation would be faster. This study aims to develop a model that connects between the independent variables namely; Online Marketing (X1), Brand Awareness (X2) with the dependent variable is the Decision of Repurchase (Y2) and Customer Satisfaction (Y1). This research was conducted in East Jakarta. The research method used was surveyed. The population in this study is the user Transportation Online East Jakarta area. The sampling technique used in this study is incidental sampling. These results indicate that the two independent variables, namely Marketing Online (X1) and Brand Awareness (X2) effect on Repurchase Decision variable (Y2) and Customer Satisfaction (Y1). From the test results simultaneously obtained that Online Marketing and Brand Awareness jointly influence decisions repurchase mediated by customer satisfaction Transportation Online service users, means the better online marketing and brand awareness of the company, the higher the repurchase decisions and customer satisfaction.
Highlights
Jakarta is the capital of the Republic of Indonesia and is the largest city in Southeast Asia
The effect of brand awareness on customer satisfaction has a greater coefficient value compared to the parameter coefficient of online marketing, meaning that brand awareness is the most influential variable on customer satisfaction compared to the online marketing variable
While in the second model, the direct influence of customer satisfaction has the highest coefficient value of 0.516 compared to the direct or indirect influence of online marketing and brand awareness, so that customer satisfaction variables most influence repurchase decisions compared to other variables
Summary
Jakarta is the capital of the Republic of Indonesia and is the largest city in Southeast Asia. Jakarta consists of various ethnic groups, cultures, languages and religions. They came to Jakarta to find work in Jakarta. The area of Jakarta has grown from around 180 km in 1960 and 661.52 km in 2000. Jakarta with other cities around Jakarta-Tangerang, Bekasi, Depok, and Bogor is a megapolitan city known as Jabodetabek. Jabodetabek is a vast metropolitan region that has a population of 10,187,595 people in 2011 [1]
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