ANALISIS TINGKAT PENGGUNAAN KESADARAN MEREK APLIKASI TRANSPORTASI ONLINE TERHADAP KEPUASAN PELANGGAN GENERASI Z DI YOGYAKARTA

ANALISIS TINGKAT PENGGUNAAN KESADARAN MEREK APLIKASI TRANSPORTASI ONLINE TERHADAP KEPUASAN PELANGGAN GENERASI Z DI YOGYAKARTA

usability, brand awareness, customer satisfaction

This study aims to examine the effect of usability and brand awareness on the selection of online transportation on customer satisfaction and test different factors of usage rate and brand awareness of online transportation as purchasing decisions for Generation Z transportation services in Yogyakarta. The data collection method used is purposive sampling. The respondents in this study were Generation Z users of Grab and Go-jek online transportation applications in Yogyakarta. The results showed that the level of use has a positive effect on online transportation customer satisfaction, brand awareness has a positive effect on online transportation customer satisfaction, there are differences in the level of use of online transportation applications on customer satisfaction, and there is no difference in brand awareness of Grab and Go-jek online applications on customer satisfaction.

Heni Kusumawati, Maria Jawa Tukan

http://jam.stieykpn.ac.id/index.php/jam/issue/view/147

STIE YKPN Yogyakarta

Desember 2023

Sri Wahyuni

ISSN 2621-7880 (Online) /1978-3116 (Cetak)

PDF

Indonesian

Text

Jurnal Akuntansi dan Manajemen STIE YKPN Yogyakarta 2023