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). Jurnal Magister Manajemen Unram (JMM), 8 (3). pp. 280-294. ISSN 2621-7902

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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. PT. Go-Jek merupakan salah satu transportasi berbasis online di Indonesia. Tujuan untuk menganalisis faktor penentu brand awareness go-jek dan bagaimana persepsi informan terhadap langkah-langkah go-jek dalam mempertahankan brand awareness. Jenis penelitian ini menggunakan metode kualitatif paradigma interpretif. Adapun informannya dari mahasiswa Universitas Airlangga dan Masyarakat di Surabaya yang menggunakan aplikasi gojek. Hasil analisis menunjukkan bahwa terdapat lima faktor penetu brand awareness. Pertama produk, mahasiswa Universitas Airlangga dan masyarakat merasa puas. Kedua harga, harganya murah dan terjangkau. Ketiga kemudaham mendapatan driver, menjadi penentu ketika konsumen gojek mudah mendapatkan driver. Keempat promosi, untuk menarik perhatian konsumen agar selalu menggunakan jasa dari entitas tersebut. Kelima pelayanan yang diberikan driver, gojek merupakan tolak ukur keberhasilan gojek. kata kunci :Brand Awarness, Ojek Online, Teknologi, Gojek

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