The Influence of Price, Brand Image and Brand Awareness on the Decision to Use InDrive Online Transportation Services in Balikpapan

Authors

  • Fitriana Fitriana Sekolah Tinggi Ilmu Ekonomi Balikpapan Author
  • Ade Agus Putra Maulana Sekolah Tinggi Ilmu Ekonomi Balikpapan Author
  • Dewi Nur Septyarini Sekolah Tinggi Ilmu Ekonomi Balikpapan Author

DOI:

https://doi.org/10.52630/jmbv.v14.i01.102

Keywords:

Price, Brand Image, Brand Awareness, Usage Decision

Abstract

This study aims to examine the influence of price, brand image and brand awareness on the decision to use InDrive online motorcycle taxi in Balikpapan partially and simultaneously. The study’s sample consisted of 96 individuals who had used Balikpapan’s InDrive online motorbike taxi service. This research utilizes multiple linear regression analysis as the analytical approach. According to the partial test results price had neither a negative or insignificant effect on the use decision obtained tcount value of -1.070 <  ttable 1.661 and a significance value of 0.287 > 0.05. Brand image positively and significantly influences use decisions, obtained tcount  value of 4.490 > from ttable 1.661 and a significance value of 0.000 < 0.05. Brand awareness contributes positively and significantly on use decisions, obtained tcount  is 6,734 > from ttable 1.661 and the significance value is 0.000 < 0.05. Simultaneously, the price, brand image,  brand awareness significantly influence the decision to use, obtained  Fcount is 84.271 > Ftable 2.70 and the significance value is 0.000 < 0.05.

References

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Published

2025-05-21

Issue

Vol. 14 No. 01 (2025): VISIONER: JURNAL MANAJEMEN DAN BISNIS

Section

Articles

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Copyright (c) 2025 Fitriana Fitriana, Ade Agus Putra Maulana, Dewi Nur Septyarini (Author)

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How to Cite

The Influence of Price, Brand Image and Brand Awareness on the Decision to Use InDrive Online Transportation Services in Balikpapan. (2025). Visioner : Jurnal Manajemen Dan Bisnis, 14(01), 1-9. https://doi.org/10.52630/jmbv.v14.i01.102