Open AccessGojek and Brand Popularity: A Study of the Mediating Effect of Gojek’s Merger with Competitor
Author(s) -
Livia Alma Sherisa,
Christian Haposan Pangaribuan,
Johan Setiawan
Publication year - 2021
Publication title -
journal of multidisciplinary issues
Language(s) - English
Resource type - Journals
ISSN - 2798-6454
DOI - 10.53748/jmis.v1i1.5
Subject(s) - popularity , mathematics , advertising , competitor analysis , brand preference , word of mouth , psychology , brand awareness , marketing , business , social psychology
Objective – To investigate consumer attitudes towards accepting Gojek’s merger with competitor and the effects on Gojek’s brand popularity.Methodology – This research uses quantitative method distributed to Gojek’s active users (n=506) in Indonesia through an online survey platform. The data was analyzed using multiple linear regression.Findings – The variables attachment to Gojek, satisfaction with Gojek, and acceptance of Gojek’s merger with competitors were significant contributors to the dependent variable brand popularity of Gojek. Meanwhile, word-of-mouth about Gojek and perceived fairness of Gojek price do not have significant relationships with brand popularity of Gojek. For the dependent variable acceptance of Gojek’s merger with a competitor, word-of-mouth about Gojek and attachment to Gojek were significant contributors. At the same time, perceived fairness of Gojek price and satisfaction with Gojek were not significant contributors.Novelty – This research provides an insight into brand popularity of Gojek services in Indonesia and the influence of the acceptance of Gojek’s merger with competitor.