An Analysis of Brand Awareness Influence on Purchase Intention in Bandar Lampung City’s Online Transportation Service (Study on Y Generation Consumers)

Abstract

A brand has a value that is delivered to the consumer. Services are everything that the consumers want to use and enjoy. In the transportation service industry, the best service is to create value services that can attract consumers to use the service. The object of this study is consumers from the Y Generation. The Y Generation is a society group whose members are 26-years old and above, where the main two factors in relation to their needs is comfort and security. The Go-Jek brand is a well-known transportation services brand throughout Indonesia. The conclusion of this study is that the high brand value of Go-Jek brand increases the intention of using Gojek services especially from the Y Generation consumers. The implication of this study is that Go-Jek Company must utilize Y Generation consumer needs such as comfort and an alternative path for travelling so that the consumers can arrive at the destination faster. Keywords: Consumer Behavior, Brand Awareness, Brand, Purchase Intention, Generation Y.

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