The Effect of Price Fairness, Brand Image, and Perceived Value on Satisfaction and Word of Mouth of Go-Jek Customers

makes Go-Jek customers feel benefited compared to conventional motorcycle taxis. Prices on GoJek indicate that reasonable prices provide benefits to customers. The main goal of Go-Jek in providing services to each of its customers is to apply the fairness of prices or price fairness applied by the company which is different from conventional motorcycle taxis and also the service fairness they feel. Go-Jek realizes that the growing competition in the service industry makes them to continue to prioritize customer satisfaction as a strategy to survive in the competition.

relationship between buyers and sellers. According to Alzoubi & Inairat, (2020); Ashraf & Niazi, (2018); Devi & Yasa, (2021); Hanaysha & Pech, (2018) found that trust has a significant effect on repurhase intention. In addition to trust, Devi & Yasa, (2021); Hanaysha & Pech, (2018) also stated that perceived value has a significant effect on repurchase intention. Offers of high perceived value can increase the likelihood of customers to return and re-transact in the future. Ayutthaya (2013) discussing brand image and repurchase on Low Cost Carriers found that brand image has a statistically significant impact on repurchase intention. There are four dimensions that must be considered in order to measure a brand effectively. According Mbango (2019) explains that brand image triggers a much higher desire to repurchase the same brand. Meanwhile, Ashraf Hanaysha & Pech, (2018) explain that there is an additional concept for online transactions, namely "information satisfaction". This concept carries satisfaction as an emotional reaction felt by customers on the experience of the overall service provided. When customers are satisfied with the service from the company, especially online-based sales, repurchase intention can continue to increase. The purpose of this study is to determine: (1) the effect of price fairness on satisfaction; (2) The influence of Brand Image on satisfaction; (3) Influence of Perceived Value on satisfaction ; (4) Effect of Satisfaction on WoM. The results of this study are expected to provide information for decision making to maintain and improve price fairness, perceived value, brand image, and satisfaction in order to increase the occurrence of repurchase intention

II. Method
The survey method was applied in this study. Methods of data collection by using a questionnaire (googole form). The target population in this study were all Go-jek customers in JABODETABEK within October 2021. The sampling technique was done by convenience sampling. Determination of the number of samples using the inverse square root method where the minimum number of samples is 160 respondents Hair et al., (2019). In this study, the number of samples was 184 respondents.

III. Result
The sex proportion of all 184 respondents was dominated by female sex, around 64%. Furthermore, the majority of respondents live in Tangerang and Jakarta (60%). The respondent's age is dominated by respondents aged 20-29 years (42%), while the occupational and educational backgrounds are mostly private employees (51%) and undergraduates (79%). Then, respondents used Gojek one week before filling out the questionnaire by 76% of all respondents. In this stage, internal consistency (composite reliability) is measured; convergent validity (indicator reliability, average variance extracted/AVE); discriminant validity (Fornel-Larcker criterion). Hair et al. (2020) shows that the conditions that must be met are for composite reliability > 0.07; indicator reliability (outer loadings) > 0.7; AVE > 0. 5 Table 2 shows the results of data analysis that the AVE value and CR value ranged from 0.643-0.839 and 0.874-0.942, respectively. Then the value of outer loadings ranges from 0.708-0.923. Thus the measurement of internal consistency and convergent validity has met the requirements.

Pr1
The price of Gojek services is affordable for me. 0.859

Pr2
Gojek service prices are in accordance with the benefits 0.840

Bim1
Gojek brand has a good image 0.838

Bim2
In my opinion, the Gojek brand is unique 0.757

Bim4
The Gojek brand reflects reliability 0.832 Bim5 I admit that the Gojek brand has a positive brand 0.863

Pv1
In my opinion, the value of Gojek is the benefits 0.824 Pv2 The experience of using Gojek services is worth the price 0.856 Next table 2 reveals that the HTMT value has met the requirements where the HTMT value is less than 0.90. This the discriminant validity assessment has met the predetermined requirements.  The next assessment is the evaluation of the magnitude of the f2 effect which shows the impact of changes in f2when an exogenous construct is omitted. As a guideline regarding the impact of changes in f2, Cohen (quoted from Hair et al., (2019) explains that the values of 0.02, 0.15, and 0.35 are small, medium, and large, respectively. Table 7 reveals that the perceived value construct has a moderate impact on changes in f2. The rest, namely the constructs of brand image and price fairness, each have a small impact. According to Cohen (1988) explaining that the guideline for assessing f2 is that values of 0.02 (= small), 0.15 (= moderate), and 0.35 (= large), respectively, represent small, medium, and large effects. large (Hair et al. 2017). For the Price Fairness variable, the f2 value of 0.045 is small, for the Brand Image variable, the f2 value of 0.025 is small, and for the Perceived Value variable, the f2 value of 0.147 is large. Q2 value greater than 0 indicates that the model has predictive relevance for certain endogenous constructs. Conversely, values of 0 and below indicate a lack of predictive relevance (Hair et al 2017). The value of Q2 for the Satisfaction variable is 0.514> 0.000, meaning that this variable has predictive relevance. The Q2value of the WOM variable is 0.052 > 0.000, meaning that this variable has predictive relevance. Based on the analysis, it was found that the Standardized Path Coefficient was 0.197 (positive) and p-values were 0.029 < 0.050, so it was concluded that Price fairness has a positive and significant effect on satisfaction. An increase in the price fairness variable will encourage an increase in the satisfaction variable, and a decrease in the price fairness variable will encourage a decrease in the satisfaction variable. Based on the analysis, it was found that the Standardized Path Coefficient was 0.145 (positive) and p-values were 0.031 < 0.050, so it was concluded that Brand Image has a positive and significant effect on satisfaction. An increase in the Brand Image variable will encourage an increase in the satisfaction variable, and a decrease in the Brand Image variable will encourage a decrease in the satisfaction variable.

IV. Conclusion
Based on the data analysis, it was found that price fairness has a positive effect on satisfaction, brand image has a positive effect on satisfaction, perceived value has a positive effect on satisfaction and satisfaction has a positive effect on Word of Mouth. The perceived value variable gives the biggest contribution to satisfaction. To increase customer satisfaction, Gojek management must increase the price fairness variable and its indicators because the price fairness variable has been shown to have a positive and significant effect on Gojek customer satisfaction. proven to have a positive and significant effect on Gojek's consumer satisfaction. To increase customer satisfaction, Gojek management must increase the Perceived Value variable and its indicators because the Perceived Value variable has been shown to have a positive and significant effect on Gojek's customer satisfaction. To improve the Word of Mouth, the Gojek management must increase the Satisfaction variable and its indicators because the Satisfaction variable has been proven to have a positive and significant effect on the Word of Mouth. Suggestions for further research are to increase the number of respondents and analyze it in other organizations in other places. Further research should add other variables that are not discussed in this study