In the current era of
globalization, people have very high mobility to move from one place to
another. To support and facilitate this mobility, various modes of
transportation are needed. The development of technology, information, media
and communication in the form of the internet made transportation services that
were initially conventional now modern online-based.
Grab is one example of
online-based transportation in Indonesia, where the use of Grab is always
experiencing an increase in the midst of the rampant cases and negative
coverage that exists. This is evidenced by its position in the Top Brand Index
in 2016 to 2018 which always experiences an increase. The purpose of this study
is to analyze and discuss the effect of brand image on consumer trust, consumer
trust on decisions of use & brand image on decisions of use.
Sampling using
non-probability sampling techniques with judgmental sampling & snowball
sampling. The samples needed are 220 people. With the criteria for people who
use and have Grab online applications with male and female gender aged 18 to 64
years. Measurement scale using a Likert scale, data collection using
a questionnaire distributed online, and data analysis techniques using
path analysis.
This research results that the brand
image variable has a positive and significant effect on the consumer trust
variable, the consumer trust variable has a positive and significant effect on
decisions of use variable, and the brand image variable has a positive and
significant influence on decisions of use.
Keywords: Brand Image,
Trust and Decision of Use.