Brand Image, Brand Trust, Experiential Marketing and Perceived Price on Super-app Customer Purchase Decisions: Go-Jek Application User Perception

This study aims to examine customer purchase decisions through the go-jek application based on brand image, trust, experiential marketing and perceived price in Semarang City. The research population is all users of Go-Jek City, with criteria at least 2 purchases a minimum age 17 years. sample this was 100 respondents purposive sampling. hypothesis testing conducted by using Linear Regression Partial Least Square (PLS)-based SEM tools. results showed that positively significantly affect decisions. In contrast, image trust do not decision. It confirms purchasing are influenced reputable prices customers Gojek super-app. highlight importance as sales strategy provides unique, good memorable emotional understanding. A practical suggestion would imply paying attention variable more likely improve Go-jek application.