EXPLORING THE IMPACT OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AND PURCHASE INTENTION

Prastya Argya Rivayansyah; Endang Ruswanti

Authors

Prastya Argya Rivayansyah Esa Unggul University, Jakarta, Indonesia
Endang Ruswanti Esa Unggul University, Jakarta, Indonesia

Keywords:

Brand image; Customer satisfaction; Purchase Intention; Service Quality

Abstract

This study investigates the influence of service quality and brand image on customer satisfaction and purchase intention among online transportation users. Primary data was collected through an online survey via Google Forms and using purposive sampling included predominantly female respondents aged 26-35 who use online transportation services. Analyzing the data with SmartPLS 3.0 and SEM-PLS techniques, the study finds that service quality and brand image significantly and positively affect customer satisfaction. Moreover, service quality, brand image, and customer satisfaction significantly contribute to purchase intention. These findings suggest strategies to enhance purchase intention in the online transportation sector.