Peran Brand Image Memediasi Daya Tarik Promosi dan Kewajaran Harga terhadap Keputusan Penggunaan jasa Transportasi

PERAN BRAND IMAGE MEMEDIASI DAYA TARIK PROMOSI DAN KEWAJARAN HARGA TERHADAP KEPUTUSAN PENGGUNAAN JASA TRANSPORTASI I Gusti Agung Desy Dhevantari Ariatmaja1 Ni Made Rastini2 Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia e-mail: desidevantari@gmail.com ABSTRAK Penelitian ini bertujuan untuk menjelaskan pengaruh daya tarik promosi, kewajaran harga dan brand image terhadap keputusan penggunaan jasa transportasi, serta peran brand image memediasi pengaruh daya tarik promosi dan kewajaran harga terhadap keputusan penggunaan jasa transportasi. Objek penelitian ini adalah jasa transportasi Blue Bird di Kota Denpasar. Sampel dalam penelitian ini adalah sebanyak 150 orang dengan metode non-probability yaitu purposive sampling. Pengumpulan data dilakukan dengan menyebar kuesioner. Teknik analisis yang digunakan adalah analisis faktor konfirmatori, analisis jalur (path analysis) dan uji sobel. Berdasarkan hasil penelitian menunjukkan bahwa daya tarik promosi, kewajaran harga dan brand image berpengaruh positif dan signifikan terhadap keputusan penggunaan jasa transportasi Blue Bird di Kota Denpasar. Brand image berperan secara positif dan signifikan memediasi pengaruh daya tarik promosi dan kewajaran harga terhadap keputusan penggunaan jasa transportasi. Kata kunci: daya tarik promosi, kewajaran harga, brand image, keputusan pembelian ABSTRACT This study aims to explain the influence of attractiveness promotion, fairness price and brand image to the decision of using transportation services, and the role of brand image mediates the influence of promotional attractiveness and price fairness to the decision of using transportation services. The object of this research is Blue Bird transportation service in Denpasar. The sample used in this research is 150 people with non-probability method that is purposive sampling. Data were collected by spreading the questionnaire. Data analysis techniques used were confirmatory factor analysis, path analysis and sobel test. Based on the results of research indicate that the attractiveness of promotion, price fairness and brand image fairness have a positive and significant effect on the decision of the use of Blue Bird transportation service in Denpasar. Brand image positively and significantly mediates the influence of promotional attractiveness and price fairness on the decision to use transportation services. Keyword: promotion attractveness, price fairness, brand image, purchase decision