Brand Image, Brand Trust, Experiential Marketing and Perceived Price on Super-app Customer Purchase Decisions: Go-Jek Application User Perception

Abstract

This study aims to examine customer purchase decisions through the go-jek application based on brand image, trust, experiential marketing and perceived price in Semarang City. The research population is all users of the Go-Jek application in Semarang City, with the criteria of at least 2 purchases through the Go-Jek application and a minimum age of 17 years. The sample of this research was 100 respondents through purposive sampling. The hypothesis testing was conducted by using Linear Regression with Partial Least Square (PLS)-based SEM tools. The results showed that experiential marketing and perceived price positively and significantly affect purchase decisions. In contrast, brand image and trust do not significantly affect the purchase decision. It confirms that purchasing decisions are influenced by experiential marketing and perceived reputable prices in customers of the Gojek super-app. The results highlight the importance of experiential marketing as a sales strategy that provides customers with a unique, good and memorable emotional understanding. A practical suggestion would imply that paying attention to this variable is more likely to improve customer purchasing decisions on the Go-jek application.

Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

“…Based on Table 4, H₁ was rejected as indicated by a p-value of 0.201, exceeding 0.05. This result is consistent with the findings of Nurchayati et al (2022) and Parengkuan et al (2014), revealing that brand image did not have a significant impact on purchase decisions. The public has known Somethinc as a reliable cosmetic brand, evidenced by its high sales.…”

“…Chasanah et al ( 2018) evaluated the impact of experiential marketing on the purchase decisions of millennial consumers, disclosing that three variables-feel, think, and act marketing-significantly impact purchase decisions. Nevertheless, Fauzi (2021) and Nurchayati et al (2022) discovered that experiential marketing significantly impacts purchase decisions.This study presents a complex landscape of contradictory findings regarding the impact of various marketing elements on purchase decisions. These disparities highlight the need for further investigation and a deeper understanding of the factors impacting consumers' behavior.…”

“…Chasanah et al ( 2018) evaluated the impact of experiential marketing on the purchase decisions of millennial consumers, disclosing that three variables-feel, think, and act marketing-significantly impact purchase decisions. Nevertheless, Fauzi (2021) and Nurchayati et al (2022) discovered that experiential marketing significantly impacts purchase decisions.…”

Factors Affecting Purchase Intention of the Ice Cream Industry

“…Price plays an important role in the consumer decision-making process [8]. Reasonable product prices can encourage customer decisions to buy these products [21]. Perceived price is the customer's thoughts on the currency unit that must be surrendered to obtain one item and similar goods [22].…”