PENGARUH EKUITAS MEREK, KUALITAS PELAYANAN DAN BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ULANG JASA GO-JEK MELALUI KEPUASAN PELANGGAN (Studi Kasus Pada Karyawan Berkantor Di Wilayah Jl. T.B Simatupang

Abstrak

This study aims to understand relations between brand equity, service quality and promotion mix which can effect of repurchase decision through customer satisfaction. The respondents of at this research are costumers of Go-Jek in three office building at Jl. TB Simatupang Jakarta. After conducting of data collections, the data is analyzed using structure equation model (SEM) using software Partial Least Square (PLS). Structure equation model using software PLS was employed to test the research hypothesis. A sample of 300 of Go-Jek costumer who works among Jl. TB Simatupang Jakarta in 3 office buildings are TMT Building, Sovereign Plaza Building, and Perkantoran Hijau Arkadia. Working place area is one of limitation of this study.The study finds if the level of significancy is 95%, brand equity has not a significant relation of customer satisfaction, meanwhile service quality and promotion mix have a significant relation of customer satisfaction. Other than that the study finds brand equity has not a significant relation of repurchase decision, meanwhile service quality and promotion mix have a significant relation of repurchase decision. The study also find the relation between customer satisfaction and repurchase decision.The research is expected to give rich managerial implication to the context of PT. Go-Jek Indonesia in delevoping relation between brand equity, service quality and promotion mix which can effect of repurchase decision through customer satisfaction. Keyword : Brand Equity, Service Quality, Promotion Mix, Customer Satisfaction, Repurchase Decision, Partial Least Square, Structure Equation Model, Customer of Gojek Indonesia A.