Thesis

Costumer Perception Analysis of The Social Business Branding of Online Taxi in Jakarta

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This paper aims at understanding how Social Business Branding is perceived by customers of Online Taxi Companies. Through inspecting the relationships of Social Business Branding and Customer Perceived Values. 118 responses of questionnaire online surveys were obtained via convenience sampling in Jakarta was obtained. SEM PLS Consistent Bootstrapping was used to analyze the results. It is found that Social Business Branding plays a mediating effect on Customer Expectations and Customer Perception (t (118) = 2.09, p = 0.04). The results show that Social Business Branding is not a major influence on CPV as other factors such as product and service quality are often prioritized and preferred. But Social Business Branding is useful to improve brand quality and loyalty. Which can be a powerful tool used to protect and differentiate the brand. A balance of both Social Business Branding and Product/Service Quality is recommended.

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Availability

Detail Information

Series Title

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Call Number

BE 19-002

Publisher

Jakarta : i3L., 2019

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

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Specific Detail Info

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Statement of Responsibility

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