Tjung, Kristine and Mariza, Ita and Siahaan, Antonius TP. (2017) The Impact Of Marketing Mix On Competitiveness Through Creation Of Corporate Image A Case Study On Online Ojek Transportation Business. Masters thesis, Swiss German University.

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Abstract

This thesis analyzed online (ojek) transportation companies’ marketing strategies by comparing the competitiveness of the two largest online ojek transportation companies in Indonesia. This study examined the effect caused by product, price, promotion, people, process, and physical evidence on the creation of corporate image, as well as the influence of corporate image to the online ojek transportation’s competitiveness in the market. This study used quantitative approach by distributing questionnaires to 100 respondents. Respondents are online ojek transportation service users that have tried services from both brands. Researcher used multiple regression analysis to determine the effects of independent variables to the dependent variables. The result of this study showed positive and significant impact of product, price, promotion, people, process, and physical evidence on the creation of corporate image. This means that the better the product, the more attractive: pricing, promotion offered, the better people, process, and physical evidence experienced by the consumers will create a better corporate image. Moreover, corporate image created has positive and significant impact on the company’s competitiveness in the market.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Marketing Mix; Product; Price; Place; Promotion
Subjects:	H Social Sciences > HE Transportation and Communications > HE305 Urban transportation H Social Sciences > HF Commerce > HF5410 Marketing
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	13 May 2020 13:55
Last Modified:	13 May 2020 13:55
URI:	http://repository.sgu.ac.id/id/eprint/306

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