THE INFLUENCE OF SOCIAL MEDIA MARKETING AND PRICE ON PURCHASE DECISION THROUGH BRAND IMAGE AS INTERVENING VARIABLE (GOJEK CASE STUDY IN JABODETABEK)

Abstract

GO-JEK is an Indonesian company that is leading the revolution of the online transportation industry in Indonesia. As one of the companies engaged in providing transportation services that have a strong brand identity, Gojek still has problem that continues to experience losses which are followed by Gojek cannot beat its competitors in terms of social media reach, many complaints about the Gojek application service on the Google Play and also the competitive prices offered by competitors. This research will discuss the role of social media marketing, price, and brand image in influencing purchasing decisions. The population used in this research is the Indonesian people who use the Gojek application with a sample of 192 respondents. The sampling used in this research was the purposive sampling method. Data analysis techniques use the Structural Equation Modeling (SEM) method with the help of SmartPLS software. The results of this research show that the social media marketing has a positive influence on purchase decision, price has a positive influence on purchase decision, brand image has a positive influence on purchase decision, social media marketing has a positive influence on brand image. price has a positive influence on brand image, social media marketing has a positive influence on purchase decision through brand image and price has a positive influence on purchase decision through brand image.