Research Paper
Year: 2021 | Month: January | Volume: 8 | Issue: 1 | Pages: 496-500
Effect of Brand Image, Price, and Promotion on Consumer Decisions to Use Grabcar Online Taxi in Medan and its Surroundings
Abdul Murad Tanjung1, Endang Sulistya Rini2, Beby Karina Fawzeea Sembiring2
1Postgraduate Students Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
2Postgraduate Lecturer Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Abdul Murad Tanjung
ABSTRACT
Grab online taxi (previously known as GrabTaxi) is an online application-based transportation tool that is now present in Medan City. The type of service is in the form of two-wheeled to four-wheeled vehicles such as Grabcar. There are factors that can effect consumers to use Grabcar, one of which is improving brand image, price and promotion. This study aims to determine and analyze the effect of brand image, price, and promotion on consumer decisions to use Grabcar online taxi in Medan and its surroundings. The population of this study is the people of Medan and its surroundings, who have used Grabcar online taxi, with a total sample of 279 respondents who were taken using the accidental sampling method. The data was collected by distributing questionnaires to respondents. The analysis technique used is multiple linear analysis. The results showed that brand image, price, and promotion have a positive and significant effect on on consumer decisions to use Grabcar online taxi in Medan and its surroundings.
Keywords: Brand Image, Price, Promotion, Consumer Decisions.
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