THE INFLUENCE OF BRAND IMAGE, AND SERVICE QUALITY TOWARD CONSUMER PURCHASE INTENTION OF BLUE BIRD TAXI MANADO
ABSTRACT: A company must do
more than make good services, they have to inform consumers about the quality
of service and carefully position their service quality in consumers’ mind.
Recently the marketer weapons that include brand image and service quality are
proved as effective moves by top companies to deliver their purpose as a main
preference to all consumers. The purpose of this study was to find out whether
there is significance influence between brand image, and service quality toward
consumer purchase intention of Blue Bird Taxi Manado. The method of this
research is purposive analysis and the data is obtained from questionnaire that
distributed to the user of Blue Bird Taxi in Manado. The analysis methods are
multiple regression analysis, statistical f test, statistical t test and test
of the classical assumption. The sample of this research is 100 from user of
Blue Bird Taxi in Manado. Based on the research that has been conducted, the
result showed that Brand Image and Service Quality have a positive influence on
consumer purchase intention. However, Service quality is showed not
significantly on consumer purchase intention. The company should improve the quality
of service as their marketing tools.
Author: Evans Mambu
Journal Code: jpmanajemengg150107
