ANALYSIS OF THE INFLUENCE OF PRICE, SERVICE QUALITY, AND BRAND IMAGE TOWARDS BUYING DECISIONS IN GOJEK APPLICATION (CASE STUDY IN JATIRANGGON, BEKASI)

The development of the society forces people to travel more, either to go to work or to do other things. This makes transportation very necessary. Several parties try to offer solutions to give people alternative transportation modes, including Gojek. The aim of this research is to investigate whether price, service quality, and brand image have any influence of customers buying decision to use Gojek. The samples for this research were taken from people in Jatiranggon, Bekasi. The method used to gather data was survey with questionnaire, and the data was analysed using SPSS 24, with path analysis method. The results showed that service quality and brand image have significant influence on customers buying decision, while price does not.