Title:
THE EFFECT OF BRAND IMAGE, LIFESTYLE, AND PRICE ON BUYING DECISION ONLINE TRANSPORTATION SERVICE WITH PURCHASE INTENTION AS A MEDIATION :STUDY ON GOJEK CUSTOMERS IN BANDA ACEH CITY

Authors:
Suci Sarah, PermanaHonneytaLubis and Ahmad Nizam ,Indonesia

Abstract:
This study intends to examine the effect of brand image, lifestyle, and price on buying decisions for gojek transportation services with purchase intention as a mediating variable. The sample taken was consumers of Gojekonline transportation service users in the city of Banda Aceh using a non-probability sampling method with a quota sampling technique so that a sample of 197 people was obtained. Data were analyzed in the form of Structural Equation Modeling (SEM) through the use of Amos software. The research found that brand image, lifestyle, and price directly influence purchase intentions; brand image, lifestyle, price, and purchase intention influence buying decisions, and; purchase intention partially mediates the influence of lifestyle and the effect of price on buying decisions. The novelty lies in the finding of purchase intention which acts as a partial mediator in the use of online transportation services in Banda Aceh. For further research, which can be devoted to online transportation, and the addition of other variables such as gender, distance, or others as moderating variables, which can be an indication of decisions about using online transportation. For practitioners, especially manufacturers of online transportation services, this research model can be the basis for re-establishing service strategies for the work area of the city of Banda Aceh. Producers need to pay attention to social status, expenditure for important things, tariffs, and preferential interests of producers in the future, in order to find the right strategy formulation to increase the use of society in online transportation services