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Pengaruh Harga Dan Brand Image Terhadap Preferensi Pelanggan Gojek Dengan Maqashid Syariah Sebagai Variabel Mediasi

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"To analyze the influence of price and brand image on gojek
customer preferences with maqashid syariah as a mediating
variable in the city of Bogor.
: This study employed a quantitative approach using Partial
Least Squares - Structural Equation Modeling (PLS-SEM)
analysis. Data were collected by distributing questionnaires
to 180 Gojek user respondents in the Bogor city area.
: The results of the study indicate that Price and Brand Image
have a positive and significant effect on Customer
Preference, as well as a significant effect on Maqashid
Syariah. In addition, Maqashid Syariah also has a
significant positive effect on Customer Preference. However,
the mediation results show that only Brand Image has a
significant effect on Customer Preference through Maqashid
Syariah, while the effect of Price through Maqashid Syariah
is not significant. This finding confirms that ethical and
religious dimensions are important parts in shaping Muslim
customer preferences for online transportation services,
especially those that offer useful value and are in line with
sharia principles.
: Price, Brand Image, Customer Preference, Maqashid"

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Detail Information

Series Title

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Call Number

REF 658.8342 WAT p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101054

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Maqashid Syariah
Brand Image
Price
PlS-SEM
Customer Preference
Gojek

Specific Detail Info

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Statement of Responsibility

Selvia Wati

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