The Role of Green Products and Brand Experience in the Decision to Use Grab Services in Medan City

Abstract

This study aims to examine the influence of Green Product and Brand Experience on user decisions to use Grab services in Medan. A quantitative method was used, involving 140 respondents who are active users of Grab. Data were collected through a structured questionnaire measuring perceptions of Green Product, Brand Experience, and user decision-making. The analysis employed multiple linear regression to assess the impact of the independent variables. The findings show that both Green Product and Brand Experience have a significant and positive influence on user decisions. Green Product contributes to raising awareness about environmental sustainability, while Brand Experience shapes positive perceptions and strengthens user loyalty toward the Grab brand. The regression model fulfilled classical assumptions such as normality, no multicollinearity, and no heteroscedasticity, indicating its reliability for further analysis. Based on these results, Grab is recommended to enhance its promotion of eco-friendly services like GrabElectric and improve overall brand experiences to attract environmentally conscious consumers.