THE IMPACT OF BRAND EQUITY ON BRAND PREFERENCE IN THE CAR RIDE-HAILING SERVICE DECISION

• Main Author: MARTHA AYUNINGTYAS - Nim: 29115592, DINDA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21779
• Institution: Institut Teknologi Bandung

<p align="justify">Government facilitates public transportation such as bus, taxi, and angkot for anyone to support their daily commute needs. However many consumers find public transportation has many weakness yet at the same time bring their own vehicle will be costly. The presence of car ride-hailing services become the answer of consumer problem. They became widely welcomed because these transportation pick-up service are easy and affordable yet provide high quality for consumers. Go-Jek, Grab and Uber are widely well-known in Bandung as the ride-hailing service providers who are competing is this Industry. They possess the similar operation process and offer similar service and price. <br /> <br /> Based on exploratory research, consumers take a lot of concern with each brands’ equity to shapes their brand preference and decide that the brands is worth. In the end consumer decision making taking an important part in selection of a particular brand. The existence of brand equity as a function of consumers’ choice helps them to shapes their brand preference to choose a car ride-hailing service provider. This project focuses on the impact on brand equity of brand preference the car ride-hailing service. External analysis, internal analysis and consumer questionnaire is used to determine consumer preference in choosing car ride-hailing service and to prove the relationship between brand equity and brand preference. <br /> <br /> <br /> Based on the research conducted, consumers are prefer with a brand that can accommodate them with convenience and easiness whenever they order the ride. Consumers also prefer to a brand that offer them the excellence quality of service with the affordable price. Most of the consumers are price conscious so they will avoid order the ride during high demand and they seek for discount, because they prioritize a service based on value of money. Furthermore there is a positive relationship between brand equity and brand preference. The higher brand equity of a brand leads to a higher consumer’s brand preferences is choosing car ride-hailing service. It is important for a company to build their brand equity so it can lead to consumer preferences as the evaluation stage result in the decision making process.<p align="justify"> <br />