PENGARUH BRAND IMAGE, E-SERVICE QUALITY, DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION PENGGUNA APLIKASI GOJEK: TRUST SEBAGAI MEDIATOR

Abstract

ABSTRACT The rise of digital technology, including the internet and smartphones, has changed consumer behaviour in Indonesia. Many industries, including transportation industry, had to adapt. Gojek is one of the pioneers and leading online transportation and delivery services. Though Gojek remains popular, it has faced challenges such as a decrease in active users and slow revenue growth compared to competitors. This study explores the impact of Brand Image, EService Quality, and Perceived Value on Gojek users' purchase decisions, with Trust mediating these relationships. Data was collected by distributing questionnaires, with 191 respondents fitting the predetermined criteria: 18 years old or older, had used Gojek application service at least once, and have the Gojek application on their personal smartphone. The research used non-probability and purposive sampling methods and was analysed through Structural Equation Modelling (SEM) using AMOS software The results indicate that Trust significantly mediates the effects of Brand Image, E-Service Quality, and Perceived Value on Purchase Decisions. All three variables positively influence Trust, which in turn boosts Purchase Decisions. The study advises Gojek to improve its Brand Image, EService Quality, and Purchase Decision processes to strengthen customer Trust and maintain a competitive edge in the industry