PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP BRAND IMAGE GRAB DENGAN KEPUASAN KONSUMEN

Abstrak

The purpose of this study was to determine the effect of price, promotion and service quality and customer satisfaction on brand image. The population in this study are people in Denpasar City who use the Grab application. The number of samples obtained is 100 respondents using the Lemeshow formula, which has been determined by the non-probability sampling method, namely incidental sampling. The analysis technique used is the statistical method of Structural Equation Model (SEM). The test results show that the variables of price, promotion, service quality and customer satisfaction have an effect on brand image.

Keywords: price, promotion, service quality, customer satisfaction, brand image