PENENTU BRAND AWARENESS PADA APLIKASI OJEK ONLINE (GOJEK)

Sugiono, Sugiono and Suwitho, Suwitho and Suhermin, Suhermin (2019) PENENTU BRAND AWARENESS PADA APLIKASI OJEK ONLINE (GOJEK). Indonesian Journal of Business and Entrepreneurship, 8 (3). pp. 280-294. ISSN p-ISSN: 2621-7902, e-ISSN : 2548-3919

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Abstract

PT. Go-Jek is one of the online based transportation in Indonesia. The purpose of analyzing go- jek brand awareness determinants and how informants' perceptions of go-ahead steps in maintaining brand awareness. This type of research uses the qualitative method of the interpretive paradigm. The informants are from Airlangga University students and the people in Surabaya who use the gojek application. The results of the analysis show that there are five factors that determine brand awareness. First, the products, students of Airlangga University and the community were satisfied. Both prices, cheap and affordable. The third easy way to get drivers, is a determinant when consumers go easy to get drivers. The fourth promotion, to attract the attention of consumers to always use the services of these entities. The five services provided by drivers, motorcycle taxi is a measure of the success of motorcycle taxi. Keywords : Brand Awarness, Ojek Online, Technology, Gojek

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