PENGARUH ETIKA BISNIS, KUALITAS PELAYANAN DAN PROMOSI TERHADAP SIKAP MEREK (Studi Kasus Pada PT. Gojek Indonesia)

Abstrak

This research aims to find out how much influence business ethics, service quality and
promotion have on brand attitudes among consumers PT. Gojek. This research uses
quantitative methods with a total of 102 respondents. The research was carried out using
sampling techniques and using purposive sampling. The technique for collecting data from
respondents used was by distributing questionnaires online. In data processing, researchers
used IBM SPSS 22.0 software. In this research, based on the t test carried out, it shows that
the variable Business Ethics (X1) has a positive and partially significant effect on Company
Brand Attitude (Y), Service Quality (X2) has a partially positive and significant effect on
Company Brand Attitude (Y) and Promotion (X3) has a partially positive and significant effect
on Company Brand Attitude (Y). Through the F test, it is known that by testing the significance
of the influence of several independent variables on the dependent variable. Based on the data
above, it was found that the R value (coefficient of determination) was 0.466, which means that
the influence of the independent variable (X) on the dependent variable (Y) was 46.6%