THE ANALYSIS FACTORS INFLUENCE REPURCHASE INTENTION TOWARDS A CASE OF GOJEK IN GREATER JAKARTA AREA

Abstract

Purpose The objective to this research is to find out the influence of service quality, price, and brand image, towards repurchase intention mediated by customer satisfaction of Gojek in Greater Jakarta Area Design/Methodology/Approach This research is quantitative research, using primary data. The data were collected using Google form to the prospective respondents which all customers who use Gojek in Greater Jakarta Area, selected by purposive simply and snow ball sampling. The analysis was performed on 217 respondents. The data were validate through construct validity and reliability and was used Structural Equation Modeling to test the hypotheses. Finding This research has found that service quality, price, and brand image influences customer satisfaction and customer satisfaction also influences repurchase intention. Furthermore, service quality, price, and brand image also influence repurchase intention directly. Originality/ Value This research provides initial insight into the influence of service quality, price, brand image, customer satisfaction towards repurchase intention and the difference between this research and the previous research is theres no need brand loyalty variable to mediating the repurchase intention.