Isabilillah, Alpiero Joeval (2024) Pengaruh Kualitas Layanan dan Rebranding Terhadap Brand Image InDrive. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of the application-based transportation service industry, or ride-hailing, in Indonesia over the past decade has become an interesting phenomenon in the development of the digital economy. This research uses an associative quantitative approach. The sampling technique used is non-probability sampling, specifically purposive sampling. The population in this study consists of students who have used InDrive's online motorcycle taxi services. The sample for this study is 100 respondents. The data collection technique used is a questionnaire. The data analysis method employed is SPSS 27 for Windows, using multiple linear regression analysis, F-test, t-test, and the coefficient of determination. The results of this study conclude that: Service Quality, partially, has a significant influence on InDrive's Brand Image. Rebranding, partially, has a significant influence on Brand Image, and both Service Quality and Rebranding, simultaneously, have a significant influence on the Impact of Service Quality and Rebranding on InDrive's Brand Image.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Alpiero Joeval Isabilillah | ||||||||
| Date Deposited: | 12 Dec 2024 01:50 | ||||||||
| Last Modified: | 12 Dec 2024 01:50 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32919 |
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